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Has Storytelling Become a Thing of the Past?

Opinion Articles

João Fernandes

Bliss Applications

We all have our own story, shaped over time by the paths we take and others we avoid. We all create stories: bedtime stories, stories we use in interviews and work presentations, or those we live in our daily lives. We all encounter stories in the news, on the streets, at the neighborhood cafe, in books and movies, in LinkedIn posts or TikTok videos, or in History textbooks with a capital “H.”
 
History has always been made of big and small stories. And brands know this – or at least they should. Storytelling can make the difference between the status of a love brand and that of “just another brand.”Brand storytelling is a technique that uses elements of a brand’s story to evoke emotions and connect with consumers. The brand’s values must be in sync with its story to achieve a more significant impact.

Consider the case of Nike. Is it just a sports brand? No, it is much more than that. It is the set of values, mission, and purpose that, combined with the “Just do it” signature, seek to inspire millions of athletes worldwide. Each Nike campaign has its story illustrated, which results in millions of views. The message always corresponds to what we know about the brand.
 

“Big brands more easily tell a great story.” This idea is not necessarily accurate. We can argue that they have access to better means to sell their stories; that’s true. Nike, returning to this example, invests about 4 billion dollars a year in advertising.

 
Even so, the power of storytelling will always depend on authenticity. And do all brands have something authentic to share? There are ways to find out.
 
A story can be divided into the following elements: context, plot, characters, and theme. This structure works with movies, series, books, and plays. Why shouldn’t it work with a brand?

The context is the brand’s universe, the plot is its origin and path, the characters are those who bring the brand to life (from the CEO to the final consumer), and the theme is the set of values, mission, and purpose already mentioned.

We can find this structure in the story of Delta Cafés. In the coffee universe since 1961, the company founded by Rui Nabeiro started with only three employees. Today, the family continues to run the business: leader of the national coffee market, with 3,000 employees and the motto “a customer, a friend.” All the elements of the story – which we saw above – are present.
 
Worldwide, Nike will continue to tell its story. Nationally, Delta will, too. I believe that these and other good examples of storytelling will continue to inspire old, new, and future brands.
 
In a very digital world, storytelling also enriches the online user experience. Duolingo—by guiding us on a learning journey—and Spotify—through personalized recommendations and playlists—are two references in this field. They seek to understand and put us at the center of the action.

But with the advancement of Artificial Intelligence, could this increased humanization be at risk? Several AI tools are already capable of creating stories for brands. They do it in a personalized and even emotional way. This opens up a huge range of possibilities but also dangers.
 

Brands cannot forget ethical issues. Artificial Intelligence should always be a means, not an end in itself. What good is an incredible narrative if it is not true? We can discuss social media, apps, AI tools, or big investments. For me, nothing beats a good story. Brands must find theirs. Has storytelling become a thing of the past? Tell me stories.

Originally published in Marketeer.

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