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Telling Your Story
Why Storytelling Should Be a Priority for Marketers
Why Storytelling Should Be a Priority for Marketers
Storytelling enables marketers to develop a deeper connection with the audience.
Storytelling isn’t just a marketing tactic—it’s a timeless, human experience that creates deep emotional connections. From the earliest days of cave paintings to today’s digital world, stories have been used to communicate, educate, inspire, and connect.
Think of Subaru’s iconic campaigns. They don’t focus on horsepower or specs—they focus on love, family, and emotional moments. Whether it’s a father caring for his daughter or a family road-tripping with their dog, the brand becomes a symbol of what truly matters. Through storytelling, Subaru elevates its meaning in people’s lives and shows exactly where it fits in their world.
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Storytelling Builds Deeper Connection
Great brands don’t just sell products—they connect with people. Storytelling allows marketers to forge emotional bonds and communicate values in a way facts and figures simply can’t. -
It’s a Powerful Tool for Learning
Stories transmit knowledge and meaning. They help us understand not just what’s happening in the marketplace, but what it means for your brand, your customers, and your business. Marketers can use stories to gain and share insight, build empathy, and create context that sticks. -
It Cuts Through the Noise
In a fragmented media world, attention is scarce. Consumers are bombarded with content and crave something more meaningful. Storytelling gives them a reason to stop, listen, and engage. It’s not just creative—it’s strategic. It offers a fresh, human entry point into your brand.
As Kelley Blue Book’s Most Trusted Brand for seven years running[1], Subaru of America is committed to building vehicles our customers can rely on while being a part of a greater good. From our Share the Love events that support numerous charitable organizations to funding we provide for nonprofit organizations in our communities across the country to our zero-landfill production plant, we are proud to say that Subaru is more than a car company.
Founded after WWII with the intent of selling picture frames, the couple who founded Mattel also made doll houses out of scrap wood. These houses became more popular and profitable than the picture frames, which led the pair to focus on toys, creating one of the biggest brands in the world.
Our brand originated as a decal and we have sold over 2 million of these to our loyal customers. Today, Salt Life is more than just a logo; it represents a passion for the ocean, the salt air, and most importantly, a way of life. Founded by four watermen from Jacksonville Beach, FL, Salt Life has captured the attention of many ocean enthusiasts across the world and became one of today’s leading lifestyle brands.
Trader Joe’s is a national chain of neighborhood grocery stores. We are committed to providing our customers outstanding value in the form of the best quality products at the best everyday prices. Through our rewarding products and knowledgeable, friendly Crew Members, we have been transforming grocery shopping into a welcoming journey full of discovery and fun since 1967.
At Trader Joe's, you won’t find a lot of branded items. Instead, you’ll discover a store full of unique and interesting products, along with everyday basics, in the Trader Joe's label.
A great storytelling brand is the Yankees.
It has been the core of their brand for 100-plus years. They not only tell the hero’s journey, but they use failure to turn it into Yankee lore. Steinbrenner was a master storyteller; he could not only capture the Yankee story but he could stoke it. Even when things didn’t go well, they embraced individual struggles and looked for opportunities at redemption; as an example, consider Darryl Strawberry. Now, they have the YES Network where shows like Yankeeography share great stories about players from past and present, and others like Stars and PinStripes share stories from celebrity Yankees fans. Importantly, it isn’t just a story that the brand owns—it is a shared narrative between New Yorkers, fans, and the Yankees. This use of failure, redemption, and success helps make the organization a little more human and a little more relatable, and these stories are helping the fans get closer to the brand. In a sense, the Yankees story extends beyond their own media platforms into ones they don’t even own. All-time Yankee great Derek Jeter started the Players’ Tribune a couple years ago to give athletes a chance to share their own stories; several of his former teammates have used the platform to do just that. It isn’t about a carefully structured message but rather about sharing experiences through stories so that we are more deeply communicated.
Our ProcessTM help brands adapt and thrive in a connected world
We’re here to help you tell your story and make sure its heard by your target customers.
