How brands can tell better stories!


by Laura England, [email protected] –

Whether it is the distinctive style of Hemingway, the mean-spirited wit of Oscar Wilde or the romanticism of Shakespeare – storytelling has always been a cherished pastime.

As the UK celebrates National Storytelling Week, we explore how the age-old practice has moved beyond bedtime reads and into the marketing plans of branding experts hoping to breathe literary delight into their marketing campaigns.

Already, there is a rich history of inspiring and powerful storytelling in the design and advertising industries.

However, there is still some uncertainty surrounding the real definition of brand storytelling.

Immediately, we think of television campaigns with linear, narrative-driven plots, taking the viewer from the beginning to the end of a story, while advertising the brand at the same time.

Successful brand storytelling shouldn’t start and finish with one single campaign….

#1 Consistent Narrative

Take American sportswear giant Nike. The famous ‘Just do it’ tagline was created in 1988 and has continued to play a core role in its campaigns for 28 years.

Following the same core literary archetype of ‘overcoming the monster’, Nike is able to release campaigns with completely different tones, characters and storylines that remain recognisable as they hold the same core message.

#2 Attention to Detail

As well as a story with longevity, like Nike’s ‘Just Do It’ campaign, there are more subtle ways to communicate brand values through marketing.

Jack Daniel’s is a perfect example.

Focusing deeply on its American heritage and rock ‘n’ roll roots, any Jack Daniel’s marketing material automatically oozes of barbeque-glaze, warmth and southern hospitality.

In 2014, Jack Daniel’s took narrative advertising back to its grass roots with its Bar stories series.

The campaign raised a glass to the stories of real establishments from across the US, with a series of fascinating short documentaries celebrating the folklore and characters surrounding the chosen venues.

#3 Entertainment and Honesty

Jack Daniel’s Bar stories series owes its success to interesting and quirky content.

Even if you aren’t a fan of Old No. 7, you have to admit the stories are intriguing.

Let’s face it, nobody has ever bored people into buying. However, if you can make your audience feel some kind of emotion, you’re already halfway to persuading it to make a purchase.

A captivating story will help gain an audience, but maintaining integrity and honesty is just as vital.

For established organisations, it’s unlikely that launching a new brand image will shed the reputation it has already gained.

If Jack Daniel’s, for example, decided to adopt a new image celebrating the joy of canapés and cocktails at British garden parties, we’d probably all be a little sceptical of the brand’s integrity.

For the literary fanatics among us, storytelling will always be defined as bounded paper, parchment and ink.

But today, this age-old practice is escaping the walls of the library and creeping onto our billboards, televisions and computers.

All brands have a story to tell, it’s getting the story right that is the tricky part….


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


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