Brand storytelling: A three-dimensional perspective

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Abstract: Storytelling has become a buzzword in marketing and brand development. Many experts have suggested methods for using stories in marketing and advertising, but these theories do not paint a full picture. Brand storytelling is a three-dimensional process that requires understanding the customer journey, the brand identity and the market or context in which they coexist. When there is a disconnect between two or more of these story dimensions, the message falls flat and does not resonate with customers. This paper introduces the Storytelling Superpower framework, an approach that allows brands to identify their essential persona and craft a more authentic message that connects and resonates with customers. This storytelling rubric comprises four archetypes, and in this paper we study examples of marketing and advertising campaigns featuring each type.

Keywords: storytelling; marketing; advertising; brand positioning; psychology; customer experience

Gabriela Pereira is an author, speaker and entrepreneur who wants to challenge the status quo of higher education. She is the founder and instigator of DIYMFA.com, the do-it-yourself alternative to a master’s degree in writing, and her mission is to empower writers, artists and other creatives to take an entrepreneurial approach to their education and professional growth. Gabriela earned her Master of Fine Arts in writing from The New School and speaks at numerous industry events and on college campuses. She is also the host of DIY MFA Radio, a popular podcast where she interviews bestselling authors and publishing professionals, and is the author of the book DIY MFA: Write with Focus, Read with Purpose, Build Your Community.