Tell Me a Good Story: How Strategic Communication is Changing through Brand Storytelling

Ismael Lopez Medel, Ph.D., Communication Studies

Strategic communication is undergoing a true revolution. As audiences abandon traditional one-way markets of advertising, and consumer habits change dramatically, brands find it increasingly difficult to engage with consumers. If brands want to remain relevant and reach desired audiences, the only solution is to abandon old practices and engage the newest trend in the market: brand storytelling. Brands such as Red Bull, REI, Carl’s Jr., and Google understand that the best way to remain relevant is through telling stories that are important, honest, and creative, and this session analyzes examples of successful brand storytelling.