5 minutes read time.
Storytelling has always been at the heart of human communication. Long before the internet or television, stories were the original form of media — a way for early humans to share knowledge, preserve culture, and connect. Today, storytelling continues to do the same in advertising: it grabs attention, builds emotional connections, and makes even the simplest products memorable. But crafting a narrative isn’t just about selling — it’s about creating a sense of belonging. Let’s break down why every brand needs a story, with examples from classic campaigns, modern success stories, and even a smaller brand that punched above its weight by telling a story well.
1. Stories Make Brands Memorable
A good story is hard to forget. Human brains are wired to process information through narratives — it’s how we’ve made sense of the world since the dawn of time. In advertising, storytelling elevates a brand beyond its functional benefits by adding emotional depth and meaning.
Take Apple’s “1984” commercial, a campaign that transformed the launch of the Macintosh computer into a cultural moment. The ad, inspired by George Orwell’s dystopian novel, didn’t focus on tech specs. Instead, it told a story of a bold underdog breaking free from conformity. The narrative wasn’t just about selling computers — it defined Apple as a brand that challenges the status quo.
The result? The Macintosh launch became legendary. The commercial aired only once, during the 1984 Super Bowl, but its impact has lasted decades. It showed that storytelling can shift perceptions, spark conversation, and embed a brand into cultural consciousness.
2. Stories Follow Patterns That Resonate
Stories resonate because they follow patterns we instinctively recognize. Think of fairy tales: a hero on a journey, challenges to overcome, and eventual transformation. These structures have been analyzed and documented, including in Vladimir Propp’s theory of folktales (Morphology of the Folktale, 1965), which identified recurring elements like the hero, villain, and magical helper. Propp’s framework highlights how timeless and culturally universal these story structures are.
Advertising taps into these patterns to make products relatable. Consider John Lewis’ Christmas campaigns in the UK. Each year, the brand crafts a new emotional story, from the tale of a lonely penguin seeking companionship to a young girl connecting with a man on the moon. These ads usually don’t sell department store products at all. But they are built on archetypes of love, generosity, and connection that we instinctively recognize.
Similarly, Dove’s Real Beauty campaign (2004) tapped into these patterns by presenting everyday women — not models — as the heroes of their own stories. The campaign addressed a challenge women face: unrealistic beauty standards. Dove reframed the idea of beauty, celebrating diversity and authenticity. This transformation aligned perfectly with Propp’s model: the women, as heroes, overcame the “villain” of unattainable ideals and emerged with a new sense of empowerment.
We can use Propp’s framework to explain why these ads work so well. By presenting a relatable hero (whether it’s a child, an animal, or a woman defying beauty stereotypes) and an emotional journey, the stories tap into universal themes, making them memorable.
3. Even Small Brands Can Shine
You don’t need a massive budget to tell a story. Small brands can stand out by being authentic, creative, and specific. A lovely example is Hiut Denim Co., a small jeans manufacturer in Wales.
Hiut Denim’s story is rooted in heritage and purpose. The brand was founded in Cardigan, a town that had been making jeans for decades before the factory shut down. Skilled local workers were given their jobs back when Hiut reopened the workshop. Their slogan, “Do One Thing Well,” captures perfectly their commitment to excellence and craftsmanship.
Instead of focusing on product specs, Hiut Denim brought stories about the people who make each pair of jeans, the history of the town, and their efforts to revitalize a community. They include a “HistoryTag” with each pair that lets users record their experiences with the item. This narrative turned Hiut into more than just a jeans company. Customers were supporting town, tradition, and philosophy in addition to purchasing denim.
What Makes a Story Work (in Advertising)?
The best brand stories share a few key traits:
- They’re authentic. Consumers can spot fake or forced narratives instantly. A story must be true to the brand’s values and identity.
- They follow timeless structures. As Propp demonstrated, stories resonate because they’re built on archetypes. Advertising campaigns can use these same structures to create an emotional connection.
- They focus on the audience. A great story should make the audience feel like they’re part of it.
- They evolve. Successful campaigns like Apple’s ongoing narrative of innovation or John Lewis’ evolving Christmas ads remain fresh by adapting to the changing times.
Why Any Brand Needs a Story
Without a story, a brand is just another product. With a story, it becomes part of people’s lives. A narrative can transform ordinary objects into symbols of values, aspirations, or identity.
One last example: Old Spice’s “The Man Your Man Could Smell Like” campaign. Before the campaign, Old Spice was seen as an outdated product. But through humor and a memorable character, the brand told a story that redefined its image. It wasn’t just about selling body wash — it was about confidence, fun, and appealing to both men and their partners. The campaign became a cultural phenomenon, revitalizing a brand that was beginning to fade into obscurity. Dove made soap about empowerment. Apple made computers about rebellion. Hiut made jeans about community. Old Spice made a fragrance about fun. What is your story?
Before we part
Narrative in advertising isn’t a trend — it’s a timeless strategy. People don’t just buy products—they buy meaning. A strong narrative sells more than a product. It builds loyalty, trust, and emotional connection.
If you have something to say, say it. Say it well.