Storymaking is a word I’ve made up to describe the discipline of good curation. Brands and marketers have become curators of stories, most often so that they can provide people – their customers – with relevant content, or empower them to curate content and connect to other like-minded people.
If communities are connected through content, then they are also encouraged to build upon those conversations by sharing stories of their own.
Good storymaking consists of four core tenets – the “4 Es”:
Entertainment – how does the story make you feel about yourself, your culture or your environment?
Engagement – how does the story foster participation with itself and with other people?
Enlightenment – what do participants learn (and perhaps teach others) in the process?
Experience – how do participatory moments or events culminate in stories that live alongside or beyond the media channels they are delivered in?
Leading storymakers
In 2009, Pepsi followed Coke’s Open Happiness example and developed the Refresh Project as a means for enlisting people to tell stories about their local communities and to participate in activities centered on doing good.
Starting last year, Gatorade tapped into various American high school communities to tell real stories about football, and aligned these values brilliantly with those of the brand.
One example, called “Replay,” gave middle-aged men a chance to return to the field and experience the thrill of playing again. Their experiences were documented in a series of videos.
Another series, “Beat the Heat,” featured stories about competing in the summer months. Both campaigns sparked a flood of online conversations, which contributed to the next set of Gatorade-curated stories, and culminated in various commercial campaigns and social media content.
Red Bull has been a frontrunner in the storymaking game since the brand began placing large cans on the rooftops of cars in local neighbourhoods. Using the metastory theme of adventurous pursuit, the brand has done everything from creating its own sport (Flugtag), to putting on breakdancing contests, to outfitting adventurers with tools to blog about their exploits, to building an innovation platform for inventors (Red Bull Creation).
Two years ago, Red Bull acquired its own TV network so it could broadcast these stories and recently launched a magazine showcasing these experiences as journalistic stories.
Tapping into niche communities
Nestlé, Kraft and Unilever have all tapped into niche blogger communities to curate new stories about how important issues like child healthcare and nutritional science impact families.
These have culminated in branded media platforms that drive product development through customer participation, including Kraft Recipes, Kraft Hope Kitchen, Unilever Sustainable Living, Unilever Food Solutions and Nestlé Good Start.
Nestlé used the Good Start platform in particular to address issues around its baby formula recall and to take a proactive stance regarding healthy alternatives by enabling “mommy blogger” communities to tell their personal stories.
Dermalogica has created a platform called FITE (Financial Independence Through Entrepreneurship) that uses the stories of women entrepreneurs to drum up financial support for their businesses – businesses that support the brand’s production efforts in local regions all over the world and those that are bringing communities together to create financial independence.
In the automotive world, Audi has used driver mythologies to develop stories and online utilities (calendars, configurators, etc.) around the relationship between man/woman and machine. This has culminated in everything from cross-media narratives like “The Heist” (2005), to the creation of unique augmented reality apps and open innovation platforms for engineers and drivers.
BMW has done a similar thing with the BMW Films franchise and its own innovation explorations. More recently, Ford has headed down a similar path with “The Ford Story” and its strong efforts in social media.
Brands aren’t just using storymaking techniques to empower their customers; they’re using them to empower their own employees. Just this year, Cisco leveraged a uniquely crafted ARG (alternate reality game) called “The Hunt” to improve management skills and communication within the company.
Note that these story executions go far beyond the idea of “branded content.” These are strong narratives with real cultural impact. Better stories lead to better communication and better experiences, which ultimately result in better sales.
Storytelling and the bottom line
Brands are economic power centres that have the ability to influence culture and change behaviour for the better.
If done authentically and transparently, brands can sell products and services more successfully by doing good or by socially responsible means than by resorting to methods that merely grab attention.
This also requires patience. Building brand value through storytelling does not happen overnight. And like anything good, it takes trust to co-create something meaningful with your customers. But if you can build audience trust, you can build a better brand.
Gunther Sonnenfeld will be leading a discussion about brand storytelling at the Canadian Marketing Association’s National Convention in Toronto this week.
Great article, Thanks Gunther
Love your article! Authenticity, transparentcy and patience. Just saying your brand has changed, that is has specific values or qualities, isn’t going to do it. Feeling is believing!
Great post or “story behind the stories”. And thanks for an excellent inventory of branded stories which I’m sure I’ll refer back to again.
With brands putting ever larger budgets into crafting these stories (see Havana Club post in Sparksheet) is it going to be enough to put them out there and let them go viral? Will that and the cultivation of blogger communities (etc.) be enough to get the word out and deliver ROI? It’d be interesting to see what kind of marketing (and budgets) brands are putting into ensuring the right consumers hear their stories.
Raymond – you bring up an interesting point about virality; good stories have the potential to be adopted and spread organically (as with many of the examples in this article), but well conceived, well strategized narratives, along with their coordinated media, have indefinite lifespans that go beyond viral, because people (consumers) are constantly adding to and shaping those stories.
Hi Guntner, i have been following your articles for a while now, as i am writing my Master Thesis on Brand Storytelling.. would be nice to be in touch with you if you can give me some further hints and insights.. between great article.
Hi Ken,
Good luck with your masters! Stay tuned, Gunther has written several articles for Sparksheet and hopefully will continue to. In the meantime, if you have a specific question, why don’t you post it here in the comments section?
The Business of Brand Storymaking http://is.gd/T6ze5x
The Business of Brand Storymaking http://is.gd/wl0Ey9
The Business of Brand Storymaking – Audi, Kraft & Red Bull are using stories to curate meaningful experiences for people http://t.co/EWwtkRo
The Business of Brand Storymaking http://j.mp/lgP8Vv @goonth's latest on corporate curation
The Business of Brand Storymaking http://j.mp/lgP8Vv @goonth's latest on corporate curation
The 4 'Es' of storytelling – The Business of Brand Storymaking http://zite.to/l8mMQR #storytelling #branding #yam
The business of the mark Storymaking: In his latest column on „the business of the stories telling, “enterprise … http://bit.ly/l9CM6Y
The business of the mark Storymaking: In his latest column on „the business of the stories telling, “enterprise … http://bit.ly/kWKVte
The Business of Brand Storymaking http://j.mp/mKZFWE The 4 Es. #storytelling
The Business of Brand Storymaking http://j.mp/mKZFWE The 4 Es. #storytelling
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The Business of Brand Storymaking http://lnkd.in/ywg756
RT @kontonis: The Business of Brand Storymaking – using stories to curate meaningful experiences for people http://t.co/EWwtkRo
Brand storymaking consists of four core tenets – the “4 Es” http://bit.ly/klHJRP
RT @sparksheet: The Business of Brand Storymaking http://t.co/nUaZuD0
Brand story-making: http://bit.ly/lIORZ9
The Business of Brand Storymaking http://bit.ly/lcV8F7 via @sparksheet -why PR needs to learn how to tell a story well
The Business of Brand Storymaking: How brands like Audi, Kraft & Red Bull use stories to curate meaningful experiences http://ow.ly/53XZY
#RBcreation got some love from a recent @Sparksheet article. Thanks @goonth! http://win.gs/iTwLaE #FollowFriday #FF
Reading This–>RT @sparksheet: The Business of Brand Storymaking http://t.co/sXKEvAw
The Business of Brand Storymaking http://bit.ly/lgP8Vv
A little over the top, but still a good read. The business of brand storymaking. > http://bit.ly/k2Tk5K
The Business of #Brand Storymaking | Sparksheet: http://t.co/hN8aNps #storytelling #business
Stories sell. What's yours? The Business of Brand Storymaking: http://bit.ly/lIORZ9
The Business of Brand Storymaking – http://ow.ly/55blp RT @keewood @interviewangel
Interesting on the #business of #brand #Storymaking and #storytelling – http://bit.ly/iZQSno
[…] brands like Audi, Kraft and Red Bull are using stories to curate meaningful experiences for people.Show original […]
The 4 E's of story making … http://lnkd.in/y-yfpq
What's your business story and who's telling it? — The Business of Brand Storymaking http://t.co/cyBxgpi (via @sparksheet)
Business of #Brand Storymaking: How brands like Audi, Kraft & Red Bull curate experiences http://ht.ly/54jUe via @sparksheet @rafstevens
Business of #Brand Storymaking: How brands like Audi, Kraft & Red Bull curate experiences http://ht.ly/54jUe via @sparksheet @rafstevens
The Business of Brand Storymaking on @Sparksheet by @goonth http://t.co/cyBxgpi
Love the 4 E's RT @SharleneSones #Brand Storymaking: Audi, Kraft & RedBull experience http://ht.ly/54jUe via @sparksheet @rafstevens
Business of #Brand Storymaking: How brands like Audi, Kraft & Red Bull curate experiences http://ht.ly/54jUe via @sparksheet @rafstevens
RT @PetterHakanson: Japp, I like! RT @greggvm The Business of Brand Storymaking http://j.mp/mKZFWE The 4 Es. #storytelling #li
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RT @dcarli: The Business of Brand Storymaking http://bit.ly/lKb0wn "it takes trust to co-create something meaningful with your customers"
The Business of Brand Storymaking | Sparksheet http://t.co/81KTigq via @sparksheet
The Business of Brand Storymaking | Sparksheet http://t.co/jjAeGae via @sparksheet
Good article on the importance of credible stories in business | Sparksheet http://ow.ly/5cl4t
Brand Storymaking http://t.co/PYFeiDK via @sparksheet. Or is it just old fashioned case studies by other means? #transmedia
The Business of Brand Storymaking http://bit.ly/lKb0wn
The Business of Brand Storymaking | Sparksheet http://t.co/vGNwUF7 via @sparksheet
The business of brand storytelling: http://bit.ly/lgP8Vv
The business of brand storytelling: http://bit.ly/lgP8Vv
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The business of brand storytelling: http://bit.ly/lgP8Vv RT @terrinakamura
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The business of brand storytelling: http://bit.ly/lgP8Vv RT @terrinakamura
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The Business of Brand Storymaking http://bit.ly/qefJRf #branding #strategy
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The #business of #brand storytelling: http://ow.ly/5CEsG | RT @terrinakamura @rjfrasca @_Fleur__ @arkarthick
The business of brand storytelling – http://ow.ly/5CEsG RT @terrinakamura @rjfrasca
gr8 article! RT @MelissaOnline The #business of #brand storytelling: http://t.co/oZA0MgW | RT @terrinakamura @rjfrasca @_Fleur__ @arkarthick
Thanks for the RT! RT @LipingFeng: gr8 article! The #business of #brand storytelling: http://bit.ly/lgP8Vv RT @terrinakamura
@arkarthick @Sparksheet @brasonja @MelissaOnline @Amielieja Thanks for RT: The business of brand storytelling: http://bit.ly/lgP8Vv
Thanks for RT: The business of brand storytelling: http://bit.ly/lgP8Vv @LyndaslineArt @OurTownMagazine @rjfrasca @_Fleur__ @eugen12
The Business of Brand Storymaking: http://t.co/kMEVvoG
Working to tell more stories. Hard! RT @arkarthick terrinakamura @rjfrasca @_Fleur__ The business of #brand storytelling http://ow.ly/5CEsG
@wholefoods here is the column, for reference 😉 http://ht.ly/5DYzK cc: @sparksheet
RT @esukop: RT @terrinakamura: The business of brand storytelling: http://bit.ly/lgP8Vv
RT @esukop: RT @terrinakamura: The business of brand storytelling: http://bit.ly/lgP8Vv
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Vous connaissez le Brand Storymaking ? Intéressant article sur les approches de Audi, Kraft et Red Bull. http://fb.me/VR3x8chU
Vous connaissez le Brand Storymaking ? Intéressant article sur les approches de Audi et Red Bull – http://t.co/JIqBjPE (via @swissmarketing)
Hugs & thanks @esukop @Von_Bernkastel @fantomaster Glad U RTed: The business of brand storytelling: http://bit.ly/lgP8Vv
Watch Ann Curry talk about changing the face of news and journalism as we know it. A.A http://t.co/LpiVDb9
So everyone's been talking about Google+, but what do people ACTUALLY think of it? http://t.co/LpiVDb9
So everyone's been talking about Google+, but what do people ACTUALLY think of it? A.A http://t.co/LpiVDb9
The Business of Brand Storymaking: http://ht.ly/5DYzK
#Storymaking is #Moneymaking for many brands: http://sparksheet.com/the-business-of-brand-storymaking/
#Storymaking is #Moneymaking for many brands: http://sparksheet.com/the-business-of-brand-storymaking/
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This is an excellent article and provided some great ideas on the art of storytelling. http://t.co/Jlu0fEK
The Business of Brand Storymaking | Sparksheet – http://j.mp/otPYci
Brands should be "storytellers" in order to capture audience interest. But have you heard of "storymaking" instead? http://t.co/7LRujwe
Brands should be "storytellers" in order to capture audience interest. But have you heard of "storymaking" instead? http://t.co/7LRujwe
Du storytelling au "brand storymaking". Insightful. http://t.co/GyGorLD #storymaking #branding
R/t –> @prweb: Brands should be "storytellers" to capture audience interest. But have you heard of "storymaking"? http://t.co/EhPUKC3
The Business of Brand Storymaking | Sparksheet http://t.co/viIfwRH
Many brands focus on being "storytellers" in order to capture audience interest, but what about "storymaking" instead? http://t.co/xkK3uTv
Many brands focus on being "storytellers" in order to capture audience interest, but what about "storymaking" instead? http://t.co/xkK3uTv
The Business of Brand Storymaking | Sparksheet http://t.co/WbQBEZO
The Business of Brand Storymaking | Sparksheet http://t.co/0EHgt5Y @elizabethsosnow
The Business of Brand Storymaking | Sparksheet http://t.co/W8wRnPe via @Fortune_PR cc @ReneAuroR
The Business of Brand Storymaking | Sparksheet – http://j.mp/otPYci
The Business of Brand Storymaking | Sparksheet – http://j.mp/otPYci
The Business of Brand Storymaking | Sparksheet – http://j.mp/otPYci
The Business of Brand Storymaking | Sparksheet – http://j.mp/otPYci
The Business of Brand Storymaking http://t.co/9u4POMCQ
The Business of Brand Storymaking | Sparksheet http://t.co/TgwaJiRV
RT @getclickable: The Business of Brand Storymaking | Sparksheet http://t.co/Dxw8SF9O
More STORIES in advertising RT @sparksheet: The Business of Brand Storymaking http://t.co/RfMm6Wyp
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The Business of Brand Storymaking | Sparksheet http://t.co/f753mzWD #bookmarked
The Business of Brand Storymaking | Sparksheet http://t.co/m0cAGd80 #daily5
How are brands like Audi, Kraft and Red Bull using stories to curate meaningful experiences for people? http://t.co/todRH6s9 #brand
How are brands like Audi, Kraft and Red Bull using stories to curate meaningful experiences for people? http://t.co/todRH6s9 #brand
[…] In his latest column on “The Business of Storytelling,” corporate technologist Gunther Sonnenfeld explains how brands like Audi, Kraft and Red Bull are using stories to curate meaningful experiences for people. […]