Transmedia Storytelling and Neuromarketing

The science of Transmedia storytelling benefits society and enhances our lives. Neuromarketing science examines the relationships between brain function and behavior, the environment and behavior, applying what they learn to illuminate our understanding and improve the world around us through stories.

Curiosity is part of human nature; we are always asking the question “Why?” and that’s not a bad thing. We should always be questioning things, using the method using a working hypothesis. Neuromarketing scientist can test by using observation and experiment, producing empirical data. Marketers are interested in brain imaging because they hope it will provide an effective trade-off between costs and benefits, and hopefully provide an accurate research method that can be made even before a product exists. Brain imaging can help show what people want and “hidden information” about their buying preferences, which they may not want to, say out loud. This could be something that enhances what people like, and what they are willing to purchase.

It’s difficult, if not impossible, to think of an aspect of life where marketing is not involved. Storytelling then employs the scientific method — stating the question, offering a theory and then constructing rigorous models or pillars of the story to test the hypothesis. Transmedia Storytelling then applies the understanding gleaned through research to create evidence-based strategies that solve human problems and improve people’s lives. Through transmedia storytelling, the story can be reached by so many individuals on so many platforms including reality, social media platforms, radio, and TV.

This is part one of a series of blogs by MMG. In this first blog, we talked about how Neormarketing affects marketers and advertising. The next section will elaborate on what transmedia is and how that affects marketers as well. In part three we will be comparing the two concepts and how they coincide with each other. Stay updated on Facebook, Twitter, and LinkedIn for Part Two: Transmedia Storytelling.


Serena Ahlquist 


Social Media Intern


September 3, 2018


Culturally, biologically and neurologically speaking, instinctively we recognize that storytelling is an amazingly powerful tool and a very persuasive one at that. All of us, at one time or another, have watched or listened, to a great Ted Talk, or at a seminar, or conference, in which a keynote presenter kicks off their appearance with a story. Suddenly, the whole audience eases into an active listening mode with full attention. The hum of the room lowers, murmuring and the whispering stops as individuals began to hear every part of the presenter’s story.


No matter what type of communication you want to relate to an audience, for example, if you want someone to remember your message–in a live presentation, a filmed presentation, an article, or a written report, tell them a great story. This is in direct contrast to the PowerPoint bulleted presentation list we all have seen, which does not inspire engagement. Some people who present content have a more methodical, logical cognitive style, fact-based presentations which are to inform.

However, as you well know, good stories sell and are remembered and re-registered into your long-term memory. This is not necessarily true for an analytical and organized style of content presentation. When we hear that familiar open “Once upon a time”, no matter how it is interpreted with variations of words, there is a certain moment of suspended disbelief and our minds are immediately transported to this imaginary scene and another place in time.

According to Akash Karia, a professional world class speaker and a TED presenter, “stories are irresistible to the human mind because they activate our imaginations and so we have no choice but to follow the mental movies created in our heads.” TED presenters such as Akash Karia are some of the most inspirational speakers in the world use the Storytelling Structure.

Beyond audience enjoyment levels of engagement and comprehension, our brains are hardwired for narrative. That itself is a big reason to stop using these types of presentations immediately according to a study of new research from Harvard University. The research team at Harvard conducted a double-blind study, Stop Using PowerPoint, Harvard University Says It’s Damaging Your Brand And Your Company. “The results seem to show PowerPoint is failing you in two key areas: increasing information transfer to your target and improving what people think of your brand (and you).” The article conclusion states, that, “it’s hurting your brand perception. Wasted time, wasted resources and wasted attention — it’s not just costing money — it is boring your employees.”


According to Author, Philip Martin, who wrote ‘How to Write Your Best Story’ “A story is a fundamental way that humans organize and store information. We shape it, through our selection of elements that link chosen events into a story.” I think we all innately know a good story when we hear, read, or see one, so why is it so hard to sit down and produce one? One significant problem with answering this question ‘what is a good story’, is that we would first have to agree on what “logical” and “creative” even mean because these two definitions have a direct correlation to the pillars of story structure.

Our brains are far more engaged by storytelling than a list of facts–it’s easier for us to remember stories because our brains make little distinction between an experience we are reading about and one that is actually happening. After all, when Albert Einstein was asked how to develop intelligence in young people he answered: “Read fairy tales, then read more fairy tales.”


Our reflective mind uses our brain which releases neurotransmitters such as serotonin or dopamine, which then communicate a story association throughout our brain and body, impacting our mood, our overall perspective, and ultimately affect our short and long-term decisions. Together, these chemical reactions provide a powerful mindset, however just how impactful is contingent on the way the Pillars of Story is effectively used. Perhaps, Steven Spielberg said it best when he said, “People have forgotten how to tell a story.”


Why is this storytelling so near and dear to my heart? It is due to the fact that I have seen the bottom line results first hand repeatedly and the outcomes demonstrated during my professional media marketing career countless times. It works plain and simple. The use of storytelling on a variety of social media platforms has emerged as another aspect of the Pillars of Story Theory, process and technique which can be used within both fiction and non-fiction stories to make complex information more easily understood. There are four main pillars to storytelling; people, place, purpose, and plot. In order to create a basic story, you need these four core pillars. Additionally, understanding the four main principles of Transmedia storytelling such as authenticity, relevancy, sensory and archetypes will help glue your story together. If you would like to learn more about the Pillars of Story you can view my previous post discussing them here.


Though Storytelling can be harnessed in all manner of ways, from persuading buyers that your product and service are worth the investment, to learning a new skillset. YouTube alone sees more than 1 billion unique visitors a month. This is why so many businesses now seek to build brand equity through Transmedia Storytelling to register tangible growth and to create demand for their products and services. The dominance of video in the form of filmed presentations, in today’s content-driven Transmedia marketing world, is hard to ignore.

Storytelling through the use of integrated media and filmed presentations is crucial because it allows you to connect with a consumer on an emotional level and by utilizing the four main principles of Transmedia storytelling you will be able to create a more successful brand and enhance your brand reputation at unprecedented levels. Despite the wide adoption of Transmedia storytelling, the medium is still young and presents challenges to many organizations. Evidence-based studies indicate that organizations are distributing marketing videos in escalating numbers.

The Aberdeen Group reports that 92% of these businesses are including video in their content marketing strategies, while a recent survey of Filmed production professionals by the Web Video Marketing Council reported that 85% of respondents expect the volume of their Filmed productions to increase, with 37% expecting it to double. The use of storytelling on a variety of social media platforms recently has emerged as another marketing aspect of theories, processes, and techniques which can be used within both fiction and non-fiction stories to make complex information more easily understood. With the use of the milieu story structure that is inherent in our DNA and the effective us of amazing visual imagery it becomes so relevant to the success of your organization.

Joseph Arco

President, Multimedia Marketing Group Distinguished 20+ year career introducing Marketing strategies to drive growth within intensively competitive markets, an expert in creating the vision, identifying opportunities, creating high-quality products and services, delivering strong revenues and profits, and positioning start-up and existing businesses for sustainable growth.

Rome Wasn’t Built in a Day and Neither was Your Brand

Visiting Rome during my semester abroad was an unforgettable and impactful experience. The moments I spent in front of and within the Pantheon, the most preserved and influential building of ancient Rome, enter my mind as I process what I am learning in my new position at Multimedia Marketing Group.

The photo of my friends and I from my trip shown to the left demonstrates the size and strength of a single Pantheon pillar. Thinking back, it is clear that if just one ancient Roman pillar with a circumference longer than four of my own wingspans, was to crack, it would have a profound effect on the other supports around it. Differentiation, Relevance, Esteem, and Understanding, just like the sixteen pillars supporting the portico of the Pantheon, are vital pieces to the success and stability of the whole, the whole being a business’s brand. In both instances, the literal case and the metaphorical case, the Pillars must exist in unison and balance is key. I had some photoshop fun and created the Brand Pantheon illustrating this concept above.

When considered carefully, the pillars can elevate a company to a much higher level. The Four Pillars of Brand work together to support and consequently achieve objectives and growth that a product or service offered alone could not. Successful branding and resulting brand love and loyalty are the reasons why some companies thrive while others are stagnant.

The catch is that each individual in the marketplace has their own unique perception. Your brand then is not really yours, instead, it belongs to the public, your clients, employees, competitors, even friends, and family. Their perception is formed by a myriad of influences including their past experiences with your company specifically or perhaps what Terry Irwin describes as the “collective brain”. 

The “collective brain” has been brought about by the constant feed of critiquing, praising and sharing that occurs on the internet, especially on social media sites. Brands do not just exist in the consumer’s mind anymore, they are alive through technology. The collective brain with its undeniable influence can help or hurt your company. Consumers do not even need to have a direct experience with your brand to have informed perceptions of it. Leveraging your brand’s image with multimedia content and balancing the Four Pillars in a way that resonates with your audience is vital to success. Publishing your own original, high-quality content can impact perceptions tremendously allowing your brand to cut through the noise and one-up its competitors. 

“Rome was not built in a day and neither was your brand.” Follow my postings as I explore the concept of Brand deeper as the New Project Coordinator at Multimedia Marketing Group.

Andrea Bent

New Project Coordinator


Andrea is passionate about serving organizations through the communication, creation and integration of customized marketing solutions.

Transmedia Marketing with Quality has Effective and Innovative Results for Your Brand Reputation

It is becoming more evident each year that video marketing is an effective and innovative medium with which to attract and capture audiences.  It has been statistically proven that companies when adopting video marketing techniques are significantly more likely to effectively reach their target audiences. However, according to a study done by Brightcove, it has also been found that 62 percent of consumers are more likely to have a negative perception of a brand that created a poor quality video.

The Outcome of Relating Directly with Your Viewers through Quality

This means and is interpreted that quality production as a filmed presentation is a necessary component of creating a compelling marketing campaign for your brand. Modest things like clear picture and sound and a good use of lighting will go a long way in forming positive impressions in the mind of viewers. Video content will, without a doubt, make an impression on audiences, so that your videos must connote quality, professionalism, and excellence because it has a direct impact on your brand perception. It is of paramount importance to remember that incorporating a video marketing campaign will only help drive success if the video is of quality production.  As with anything on most popular social media sites, such as Facebook, Twitter, and Instagram, quality content decides post success.  Therefore, creating valuable content, with high-quality production, will ensure optimization of your posting to be highly successful.

Quality needs to be from the beginning, not an afterthought so that your project has the legitimacy and professionalism to stand behind its message. The focus of a filmed presentation is to create equilibrium between quality design, technology, and marketing implementation. The foundation of a video project, therefore, is the quality of the work; Design principles, creative thinking and the problem-solving techniques which will have a profound effect on the outcome correlating directly with your viewers.

The Concept of Quality has no Limits

Quality is always in the search of excellence which is a way of being, the way we labor, and the way we make choices. Excellence is to be, transmitted by you, to your organization and to your content that is reflective of your brand differentiation. It is a leadership tenet that makes this content become contagious out of your philosophy and it is your task to take this as far as possible. As a leader, you can work with this idea and prove to yourself that this attitude really has no limits when in search of quality for your brand.

Excellence has been demonstrated reputably that the only limit is the will, the capacity and the spirit of self-improvement and the result is the quality that will directly improve your brand reputation. Brand reputation simply denotes that consumers, viewers, and users trust and have faith in your company. They feel good about purchasing or acquiring your goods or services.


What Defines Impact in the Quest for Quality?

What excellence is and is not. Excellence cannot be attained as a short-term goal and we can really never pinpoint that we have ‘achieved’ excellence due to the fact that indeed “it’s a journey, not a destination”; this quest for excellence as we create quality will mean that you are repetitively and aggressively setting higher and higher standards. The result is that you get even better at what you do. No matter what service or what product you manufacture that you provide and what it entails, the substance of quality and excellence is a maxim that transcends the test of time. The Universe, the marketplace, and the self-satisfaction that comes with it will be your rewards to reap.

Think of this in another way, for example, an individual’s online reputation such as the aforementioned video stands in to make a first impression before the individual has an opportunity to make a contact. Whether a person is applying to college, interviewing for a job with your company, or even trying to get a date, folks are going to check up on the online images before making a decision about that person. This is the pragmatic reality of today’s global digital universe.

In conclusion, this filmed presentation we are discussing is much like that, from the moment of the first good idea to make the invisible, visible, quality is and must be the glue that binds everything together, for your brand reputation is at stake.


Excellence is an art won by training and habituation.

We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly.

We are what we repeatedly do. Excellence, then, is not an act but a habit.




About the Author: Joseph M. Arco

Throughout his career, he has been recognized internationally as an award-winning media producer, whom consistently delivers results which exceed client expectations. Mr. Arco has been characterized as a growth catalyst, mufti-faceted leader, and hands-on Media producer with a rich career history marked by effective project development, successful new product launches, and innovative communication strategies.