The power of bad: Turning bad news into transformative stories for business and brands

Grant Feller, Leanne Tomasevic

Global strategic consultancy Truth Consulting took a journalistic approach and highlighted bad news in its storytelling to grab more attention and appeal to certain emotions.

Abstract

What is the opposite of trauma? The actual word, trauma. Just because there isn't one doesn't mean that we don't feel good when good things happen. But they are moments that have a short-term effect. Just moments – and not always profound one

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands