4 examples of storytelling in brands that have made history
We all have a story that shapes who we are. Brands do too, they have a vision and a journey that deserve to be told. However, not all of them do it, or not all explain it effectively. To learn how to do something exceptionally well, it never hurts to learn from the best. Today, we want to talk about the “art” of storytelling by looking at brands that use this technique brilliantly.
First of all, let’s clearly understand the concept. What is storytelling? Storytelling is the art of telling a story. It involves creating and harnessing a magical atmosphere through narrative. In marketing, we use this technique to connect with our audience, and it offers many advantages, as it helps build greater empathy with them.
The ability and art of telling stories is something very ancient: connecting emotionally through a narrative and engaging both the heart and the mind of the audience, bringing together the rational and the instinctive. Applied to marketing, brands that master this art manage to stand out from their competition. Let’s now take a look at some of them.
We cannot overlook this success story, no matter how many years have passed. A clever “tribute” to Nineteen Eighty-Four by George Orwell, this campaign dates back to when Apple was still an “outsider” striving to position itself as a lone innovator against monopoly power. This Super Bowl ad more than successfully conveys its message.
The importance of storytelling in brands
Today’s market no longer offers products that are entirely new or fundamentally different from others. As a result, capturing consumers’ attention, whether to purchase a product or become clients of a service—is increasingly challenging. Brands must rely on creativity and strategic resources to stand out. And for that, nothing works better than telling a story. But not just any story, a good one, closely connected to the brand or its products. This is where storytelling comes into play.
Through storytelling, brands can stand out from the competition. If the story is compelling, it will not only capture attention but also build a connection with the audience, especially if it feels relatable and genuine. Naturally, this marketing strategy also strengthens brand identity.
4 examples of storytelling in brands that have made an impact
Among the most notable examples of brand storytelling are the following:
1 - Nike
Before storytelling became widespread in advertising, Nike chose to tell a story in its campaigns. In 1999, it launched a one-minute TV commercial centered on the career of Michael Jordan. It served both as a tribute to his legacy and as brand promotion, without ever explicitly mentioning the brand. Only its slogan, “Just do it,” appears at the end, along with its logo in a photograph from Jordan’s school.
2 - JB
One of the most emotional examples of brand storytelling comes from a Christmas-time advertisement by this whisky brand. The ad tells a deeply moving story about the unconditional love of a grandfather.
There are no spoken words, only the song She. It not only leaves a lasting impression but has moved many viewers to tears, while also modernizing and redefining the brand’s image and values. At no point does it encourage alcohol consumption, nor is the whisky explicitly mentioned.
3 - Johnie Walker
Another whisky brand used storytelling to connect with its audience through the story of its founder. This ad also avoids directly promoting the product. Instead, it tells the story of a man who builds his own business through effort and perseverance, step by step, guided by the motto “Keep Walking.” This campaign received an award at the Cannes Lions International Festival of Creativity in 2010.
4 - Dove
Although Dove typically features women in its campaigns, on one occasion it released an ad in the United States titled Dove Men+Care Mission: Care. It follows a soldier named John and shows his emotional reunion with his family on Father’s Day outside his military base. The story highlights the difficulty of being away from loved ones for months at a time.
We hope you have enjoyed these outstanding examples and that they inspire you to incorporate storytelling into your own brand communication strategy.
