B. Inspired: The Science of Storytelling

Broadsword hosted the first B.Inspired event of 2025, a sold-out gathering for event, marketing, and communications professionals at Shoreditch House. Our keynote speaker, Kevin Chesters, delivered an insightful session on why storytelling is the most powerful tool for crafting marketing campaigns and event experiences that resonate deeply and drive action. Under the morning sun on Shoreditch House’s top deck, Broadsword Strategy Director Matt welcomed guests by sharing our own brand story—how we’ve been helping global businesses craft meaningful event experiences since 2006. Kevin then took the stage to explore the science behind storytelling and why it is fundamental to human connection — bringing insights from his background in brand strategy.

The origins of storytelling

Kevin traced storytelling back to its evolutionary roots, demonstrating how the human brain craves narrative satisfaction, a way of making sense of things, find meaning, and predict outcomes. Storytelling as the reason humans rose to the top of the food chain and the reason the most successful brands stay there, using this innate psychology to win hearts, minds, and markets.

For the majority of human existence communication has been storytelling, and stories can be seen throughout history from ‘Jesus to John Lewis’ and ‘hieroglyphics to emojis’. The rules of storytelling haven’t changed, just the technology to deliver it. What started as one to few around a campfire now looks like one to thousands at events, and to millions thanks to film and social media.

Can B2B Marketers be storytellers?

Every advert, presentation, plan, email, film, document or brief you write is an opportunity to tell a story.

Storytelling can be seen as fanciful but can be anything but if you get it right – it’s at the heart of influencing people with stories being remembered up to 22 times more than facts alone. Despite what you might think, business to business decisions are emotionally driven due to the risk in decision making. Money is emotive, and as humans we often lead with emotion before logic, and for the members of the audience who worked in financial services, Kevin encouraged them to consider the psychological effects of storytelling.

With audiences bombarded by content daily, cutting through the noise requires stories that engage, inspire, and persuade— a principle that applies across brand activations, town halls, and corporate communications.

Learning the art of storytelling

From film directors to sculptors, chefs, and even vicars, Kevin’s research revealed that great storytellers simplify, differentiate, and create emotional resonance. These principles also apply to live experiences—where every moment, from stage design to speaker delivery, should contribute to a compelling brand narrative.

To bring these ideas to life, we invited our audience to define their brand in just eight words—a powerful exercise in distilling complex ideas into a simple, distinct, and resonant message. One standout entry from a coffee brand summed up their essence perfectly: “The thing you do before you do your thing.”

Looking for your next chapter?

At Broadsword, we specialise in transforming brand messages into engaging live experiences. Whether it’s through powerful keynotes, immersive activations, or global corporate events, we help brands craft stories that connect, inspire, and leave a lasting impact.

If you’re looking to build storytelling into your events and brand strategy, let’s talk.