October 21, 2020

Jordan Bower: Embracing a Different and Better Approach to Brand Storytelling

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Show notes

Every company (well, most companies) wants to tell stories that engage, entertain, educate, and encourage.

It's what drives and differentiates their marketing and sales.

But developing and delivering stories that make an impact is a challenge.

In this episode of Marketing Spark, Jordan Bower and I take an in-depth look at how companies can approach storytelling and why storytelling has everything to do with the customers and the experiences that a product or brand delivers.

Key takeaways

Facts say what a product does and the story says why it matters. Storytelling deals in meaning and emotion, which literal business language about features and data doesn't cover.
The product is now the experience, and the experience is the narrative. Buyers also take on the company's social media language and its relationships with partners.
To shape an experience, search Google Images for something abstract, like backyard barbecue, and pick the images you want and don't want. That visual becomes a north star for decisions.
Delight can't be systematized. A repeated ad or boilerplate email wears thin, so marketers need to be more improvisational and attuned to what customers need in the moment.
Good brand storytelling points to a clear destination, like the castle at Disneyland. If employees and customers can't name it, as with Airbnb's belonging or Tesla's climate goal, the work is just churn.

← Previous episodeJohn Rougeux: An Insider's Look at the Category Design Process Next episode →Why B2B Copywriting Matters, Really Matters

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