We have been telling stories since men started documenting our history in caves. The data seems to back 2012 as the year of storytelling, however the art precedes it. This number moved to 250,000 in October in 2013 and over a million in 2020. He was the first person to attribute that storytelling was essential to the brand and not just part of its marketing endeavours.īy the end of August 2012, LinkedIn Data reports about 25,000 storytellers in marketing. The ripple effect continued with the announcement of a new category at the Cannes Lions Festival – Branded Content and Entertainment to the release of Seth Godin’s All Marketers tell Stories. LinkedIn Data would tell you this was the trigger that led to the rise of 5,000 storytellers in 2012. They call 2012 the year of storytelling it all started with the Content 2020 initiative by Coca-Cola that sought to define brand storytelling as it connected with their brand.
Tom Fishburne instigated the concept of marketers as storytellers with his now well-established Marketoonist cartoon series. An excellent example is their latest commercial #YouCantStopUs that created a united front of humanity against the coronavirus pandemic.ĭata would say that before April 2011, there were no brand storytellers in the marketing industry, but Nike has held the torch since 1988. Over the years, at the heart of Nike, is an interesting story told across different mediums and channels that says, Yes You Can! (Shout out to Barack Obama’s adoption for his campaign strategy.) Be it with Serena Williams or Colin Kaepernick, the brand has remained consistent and innovative in the ways it tells its story that blends sports with activism and real-life events. It did also solidify the brand as a pioneer brand storyteller. This commercial did two things for the brand: it aligned with the hero archetype, because it said, “Hey! If an old man can jog on this bridge, then what is stopping you?”.
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