Storylines Live
Episode 51: Chapters with Paul: Brand Storytelling

Paul Furiga, our Chief Storyteller, and Tara, our Content Manager, are back in the studio to dive into the powerful connection between storytelling and brand building. In this episode, they explore how stories shape the way audiences perceive and connect with a company, share practical strategies for weaving storytelling into your marketing efforts, and unpack the psychology behind why storytelling resonates so strongly with people, driving loyalty and long-term impact. They also highlight some of the most memorable storytelling campaigns from brands like Apple and Coca-Cola, and examine what made them so effective and how businesses of any size can learn from their successes.
Key Takeaways
- Successful storytelling for brands effectively uses psychology to connect with consumers and make them part of the narrative.
- Your brand's story is a "diamond with many facets," meaning it must be a consistent core narrative that is adapted for different audiences, such as customers, employees, and investors.
- Even businesses without a physical product can use storytelling by sharing authentic, first-person accounts from employees to attract new talent and build a stronger brand.
- Modern technology and user-generated content have made it easier than ever for brands to involve their audience directly in their marketing, which is more effective than traditional advertising.
- All businesses, regardless of size or industry, should go back to the elemental story—defining the hero, the problem, and the ideal outcome—to create compelling content.
Timestamps
00:14 Host Introduction
01:25 Apple’s “Shot on iPhone” Campaign
04:15 How Companies without Physical Products can Utilize Storytelling
05:35 Coca-Cola's “Share a Coke” Campaign
07:40 Impactful Marketing doesn’t have to be Massive
08:37 Crafting Your Own Brand Story
12:26 GoPro’s UGC Campaign
14:13 Host Outro
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