Broadsword hosted the first B.Inspired event of 2025, a sold-out gathering for event, marketing, and communications professionals at Shoreditch House.
Broadsword strategy director Matt welcomed guests by sharing their own brand story—how they’ve been helping global businesses craft meaningful event experiences since 2006.
Keynote speaker, Kevin Chesters, then delivered an insightful session on the science behind storytelling, why it is fundamental to human connection and why storytelling is the most powerful tool for crafting marketing campaigns and event experiences that resonate deeply and drive action.
The origins of storytelling
Chesters traced storytelling back to its evolutionary roots, demonstrating how the human brain craves narrative satisfaction, a way to make sense of things, find meaning, and predict outcomes. He cited 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?
He then explained how every advert, presentation, film or brief you write is an opportunity to tell a story.
Chesters explained: “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.”
He added: “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.”
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
Kevin’s research revealed that great storytellers simplify, differentiate, and create emotional resonance. He explained that these principles also apply to live experiences—where every moment, from stage design to speaker delivery, should contribute to a compelling brand narrative.
