5 TED talks all brand storytellers must watch

Gifted storytellers offer their insights into what makes a great story, and the author provides takeaways for communicators.

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A number of these short talks (most are around 20 minutes) revolve around storytelling. Though they don’t necessarily address brand storytelling, they do offer insights that a brand could apply to its efforts to engage audiences through its brand story. I’ve gathered five talks I found particularly useful, and I’ve included a brand takeaway for each.

1. Andrew Stanton—The clues to a great story

Filmmaker Andrew Stanton knows a thing or two about effective storytelling and breaking storytelling conventions. But no matter the type of story, one rule remains: The storyteller has to make the audience care. Stanton draws on his experience at Pixar as well as his own life to explain what makes a good story, why the audience wants to be put to work, and the roles of drama, anticipation, and uncertainty in a gripping story. If for no other reason, watch the talk to hear a great opening for a presentation.

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