Brand Story Lab

Summary:In this insightful interview, Hal Burg, founder of Brandview, shares his expertise on the evolution of brand storytelling in entertainment. Discover how brands can leverage long-term content strategies, create authentic stories, and measure success beyond traditional campaigns to build lasting cultural relevance.Key topics:Evolution of brand storytelling in entertainmentLong-term content strategies for brandsMeasuring ROI in branded contentChapters:00:00 Introduction to Hal Burg and Brandview01:25 The history of brands in entertainment02:39 The shift from traditional advertising to organic storytelling04:02 The importance of emotional connection and long-term assets06:06 Case study: Dick's Sporting Goods and sports storytelling08:59 Creating authentic stories aligned with brand values11:59 Expanding into long-form content and international markets14:35 The role of social media and multi-channel storytelling17:34 Measuring success: ROI and brand trust metrics22:28 Adapting to different industries and brand narratives26:30 Starting small and building long-term brand assets29:21 The long-term view: Patience and cultural relevance33:22 The future of branded entertainment and content creation37:29 Advice for brands beginning their branded content journeyResources:Brandview Website - https://www.thebrandview.com/The Brandview Playbook - https://www.thebrandview.com/playbook Hal Burg on LinkedIn - https://www.linkedin.com/in/halburg/

Summary:Rachel and Sam explore feminine qualities in leadership, branding, and culture, sharing personal journeys and insights on emotional intelligence, trust, and the future of storytelling amid AI advancements.Key topics:Feminine qualities in leadership and cultureThe role of emotional intelligence in brandingTrust and empathy in businessThe impact of AI on human qualitiesBalancing masculine and feminine energiesTakeaways:Feminine qualities like receptivity and empathy are crucial in leadership and branding.Emotional intelligence is essential for building trust and long-term customer relationships.Visibility and measurement of soft skills can transform corporate culture.Entrepreneurs embody unique qualities like drive and independence that are vital for innovation.AI can mimic empathy but lacks internal emotional life, emphasizing the importance of human qualities.Chapters:00:00 Introduction and Personal Transitions02:36 Opportunities and Serendipity in Career Shifts04:35 Building Confidence Through Content Creation07:15 The Power of Growth Mindset in Public Speaking09:12 Entrepreneurship and Feminine Qualities11:29 Creating Safe Spaces for Opinions13:50 The Role of Feminine Qualities in Business16:26 Measuring Soft Skills and Emotional Intelligence20:04 The Balance of Masculine and Feminine Energies23:58 The Future of Feminine Qualities and AI25:41 Rachel and Sam’s Future Projects and Reflections29:23 lifestyle-outro-high-short.wavResources:Sam's Substack on Feminine Qualities - https://samneukom.substack.com/ Sam's latest Substack "Can AI help us bring forth our feminine goddess?": https://samneukom.substack.com?utm_source=navbar&utm_medium=web Rachel's LinkedIn - https://www.linkedin.com/in/rachelnussbaum/ Sam's LinkedIn - https://www.linkedin.com/in/samantha-temple-neukom-4a97562/

Summary:In this engaging conversation, Rachel interviews Diego Acuna, the Sales and Marketing Manager for British Airways Cityflyer. They discuss the creative process behind the award-winning ad 'Love Departed', the importance of understanding customer needs, and the shift from business to leisure travel in the airline industry. Diego shares insights on teamwork, collaboration, and the challenges faced in executing innovative marketing campaigns. The discussion also touches on the future of storytelling in travel marketing and the significance of adapting to evolving customer demographics.Takeaways:Diego Acuna emphasizes the importance of understanding customer needs in the airline industry.The 'Love Departed' ad was created to shift perceptions of London City Airport from a business to a leisure travel hub.Collaboration with Uncommon Studios was crucial in developing the creative concept for the ad.The campaign was launched on Valentine's Day to maximize audience engagement.Involving staff in the ad filming created a sense of pride and teamwork within British Airways Cityflyer.The ad's humor and unconventional ending helped it stand out in a crowded market.Diego highlights the importance of adapting storytelling to evolving customer demographics.The success of the campaign was measured by audience reach and positive feedback.Teamwork and collaboration are essential in executing creative marketing projects.Diego believes storytelling will continue to be a key differentiator in the travel industry.Chapters:00:00 Introduction and Connection at Tribeca X03:20 Diego's Role at British Airways City Flyer05:56 Career Journey in the Airline Industry08:08 The Love Departed: Overview and Inspiration10:47 Adapting to Post-Pandemic Travel Trends13:18 Creative Strategy Behind the Campaign15:49 Convincing Leadership and Internal Challenges18:19 Campaign Results and Audience Reception20:52 Filming at London City Airport: Behind the Scenes31:18 Behind the Scenes of Filming at the Airport34:29 Creative Collaboration and Team Effort34:42 Innovative Marketing Campaigns: The Boat vs. Plane Race41:49 Evolving Storytelling in the Travel Industry46:21 Key Takeaways and Final Thoughts on StorytellingLinks from the episode:Watch "Love Departed": https://curationmusic.co.uk/portfolio/british-airways-love-departed-dir-authmn-de-wildeWatch "British Airways | Plane vs Boat Red Nose Day Challenge | Comic Relief / BBC": https://www.youtube.com/watch?v=-WTSXl762LY Watch "British Airways | Safety Video 2024 | “May We Haveth One’s Attention” : https://www.youtube.com/watch?v=ssVe0FaBhUU 

SummaryIn this episode of Brand Story Lab, hosts Sam and Rachel delve into the complexities of branding, focusing on the distinctions between rebranding and refreshing a brand. They explore real-world case studies, including successful and failed rebrands, to illustrate the importance of maintaining brand equity and adapting to market changes. The conversation emphasizes the need for brands to regularly assess their positioning and make incremental updates to avoid costly rebrands. The hosts also discuss the role of brand managers in ensuring a brand remains relevant and connected to its audience.TakeawaysInvest in your brand incrementally to avoid costly rebrands.Rebranding is often necessary when market conditions change significantly.Refreshes are less risky and can maintain brand equity.Successful rebrands involve more than just aesthetic changes; they require repositioning.Tropicana's failed rebrand highlights the importance of distinctive assets.Brands should regularly assess their relevance in the market.Brand managers play a crucial role in maintaining brand health.Consumer preferences should guide branding strategies.Every product launch is an opportunity to enhance brand identity.Understanding when to refresh versus rebrand is key to brand longevity.Chapters00:00 Introduction to Branding Concepts03:04 Understanding Refresh vs. Rebrand06:20 Aesthetic Shifts and Market Trends09:31 Successful Rebranding Examples13:05 Lessons from Unsuccessful Rebrands15:08 The Importance of Customer Connection17:06 The Cost of Ignoring Brand Management20:46 Reasons for Rebranding25:47 Navigating Brand Reputation Changes28:33 Evolving Target Audiences32:05 Final Thoughts on Brand Management

Summary:In this episode, Rachel and Sam explore the evolving landscape of brand storytelling, focusing on two case studies: WhatsApp's documentary about the Mercedes F1 team and Dick's Sporting Goods' new in-house studio for content creation. They discuss how brands can shift from being mere sponsors to becoming integral storytellers, emphasizing the importance of subtlety in product placement and the potential for deeper audience engagement through authentic narratives. The conversation highlights the strategic rationale behind these storytelling approaches and their implications for brand identity and customer connection.Takeaways:Brands can become storytellers rather than just sponsors.WhatsApp's documentary subtly integrates its product into the narrative.The importance of understanding customer perspectives in brand strategy.Creating authentic stories can build trust and loyalty with customers.Dick's Sporting Goods is investing in long-term storytelling through an in-house studio.Documentaries can create cultural moments that resonate with audiences.Subtle product placement can be more effective than traditional advertising.Engaging narratives can reach audiences beyond core customers.Youth sports provide untold stories that brands can leverage.Building a community around storytelling can enhance brand loyalty.Chapters00:00 - Brands as Storytellers: A New Paradigm05:30 - WhatsApp's Documentary: The Seat12:00 - The Role of WhatsApp in F117:45 - Dick's Sporting Goods: Crafting Youth Sports Narratives25:00 - The Impact of Brand Storytelling on ROI32:15 - The Future of Brand-Driven Content

SummaryIn this conversation, Rachel and Sam explore the impact of AI on brand strategy, emphasizing the importance of customer value, differentiation, and trust. They discuss the current AI bubble, drawing parallels to the dot-com era, and highlight the need for brands to focus on enhancing value through AI rather than merely adopting it for the sake of being trendy. The discussion also covers the significance of familiarity in messaging and actionable principles for integrating AI into brand strategies effectively.TakeawaysAI is pervasive across industries, even in non-tech brands.Customer value should always be prioritized in brand strategy.The current AI landscape resembles the dot-com bubble.Differentiation is crucial in a crowded market of AI solutions.Brands must enhance value by at least 110% when incorporating AI.Familiarity in messaging is more effective than novelty.Trust is essential for AI-driven brands to succeed.Understanding your audience is key to creating value.AI should serve a clear value proposition, not just be a buzzword.First to market is not as important as having a fit with customer needs.Chapters00:00 The Pervasiveness of AI in Brand Strategy03:22 Navigating the AI Bubble: Lessons from the Dot-Com Era06:04 Differentiation in a Crowded Market08:35 The Importance of Customer Value Over Product Features10:59 Building Trust in AI-Driven Brands13:41 The 110% Rule: Enhancing Value with AI15:57 Familiarity vs. Novelty in Brand Messaging18:46 Actionable Principles for AI Integration21:22 The Future of AI in Brand Strategy

SummaryIn this conversation, Rachel and Sam explore the importance of human-centric storytelling in product launches. They emphasize that successful marketing should focus on the emotional impact of products on people's lives rather than just the features of the products themselves. The discussion includes iconic examples from brands like Airbnb, Nike, and E.L.F. Cosmetics, highlighting how these companies effectively connect with their audiences through empathy and real human stories. They also provide a checklist for marketers to ensure their storytelling remains human-centered and impactful.TakeawaysHuman-centered product launches focus on people, not just products.Empathy is crucial in understanding customer needs and values.Real stories from real people resonate more than product features.Cultural relevance can enhance the impact of marketing campaigns.Specificity in storytelling helps create universal connections.Invite audiences to participate in the storytelling process.Highlight the emotional benefits of products, not just their features.Use customer stories to build credibility and trust.Connect product narratives to larger cultural conversations.Keep storytelling simple and focused on one key message.Chapters00:00 Human-Centric Product Launches08:02 Empathy in Storytelling13:06 Real People, Real Stories20:21 Cultural Relevance in Marketing20:21 Checklist for Human-Centered StorytellingDownload your Free Story Arc Checklist: https://specular-studios.kit.com/storyarc

In this conversation, Rachel and Sam explore the critical role of community building in brand strategy and storytelling. They discuss how brands can foster connections and trust in a world that often feels transactional, especially in the context of AI's rise. The importance of aligning internal culture with external brand messaging is emphasized, showcasing how a shared identity can lead to sustainable growth and deeper customer relationships.TakeawaysCommunity building is essential for brand strategy.Connection and trust are vital in today's transactional world.Aligning internal culture with brand messaging enhances customer relationships.Shared beliefs between employees and customers foster loyalty.AI should enhance, not replace, human connection in branding.Brands need to focus on community to combat distrust and pessimism.Finding common ground can unify employees and customers.Building a relational bedrock is key for sustainable growth.Optimism can be cultivated through community engagement.Celebrating what unites brands with their customers is crucial.Chapters00:00 The Importance of Community in Brand Strategy03:08 Building Connections in a Transactional World06:05 Defining Community: Employees and Customers08:56 The Role of AI in Brand Trust11:49 Aligning Internal Culture with External Brand Power14:24 Creating a Shared Identity for Growth17:05 The Shift from Transactional to Relational18:38 Real-World Examples of Community Building21:19 Encouraging a Culture of Advocacy24:19 Final Thoughts on Community and Brand Strategy26:45 lifestyle-transition-high.wav

In this engaging conversation, Tim Hoppin, Chief Brand and Creative Officer at SAP, discusses the importance of emotional connection in branding, his leadership philosophy, and the evolving role of storytelling in a world increasingly influenced by AI. He emphasizes the need for brands to understand their purpose and the value they create, while also addressing the significance of specificity in storytelling. The discussion highlights the balance between creativity and business objectives, and the necessity for brands to adapt in a changing economic landscape.TakeawaysEmotional connection is crucial in branding.Leadership should focus on empowering teams.Frameworks can guide career and brand development.Brand relevance is more important than ever.AI will impact creativity but cannot replace human touch.Storytelling is essential for effective branding.Purpose should align with value creation.Defining the target audience is key to brand strategy.Specificity in storytelling enhances relatability.Brands must adapt to remain competitive.Chapters00:00 Introduction and Setting the Stage04:27 Emotional Connection in Branding07:22 Leadership Philosophy and Team Dynamics10:15 Frameworks for Career and Brand Development12:08 The Relevance of Brand in Today's Economy15:07 The Role of AI in Creative Industries18:53 Storytelling as a Core Brand Strategy24:46 Purpose and Authenticity in Branding27:59 Purpose-Driven Branding29:33 Value Creation vs. Value Extraction32:12 Emotional Resonance in Branding34:10 Defining Your Brand's Target Audience36:57 The Power of Specific Storytelling39:12 Building Strong Emotional Connections41:32 Brand Evolution and Future Directions

In this episode of Brand Story Lab, Rachel and Sam discuss the critical importance of trust in branding, especially in today's rapidly changing cultural landscape. They explore the factors eroding trust, such as misinformation and digital failures, and provide strategies for brands to build and maintain trust with consumers. The conversation emphasizes that trust is an outcome of consistent intention, communication, and delivery, and highlights the role of vulnerability in fostering genuine connections. The episode concludes with a call to action for brands to reflect on their trust-building efforts and the importance of clear intentions in their strategies.TakeawaysTrust is essential for brands in today's market.Cultural factors like misinformation are eroding trust.Brands must communicate their intentions clearly.Vulnerability can enhance trust with consumers.Trust is built over time but can be lost instantly.Measuring trust is complex but necessary for brands.Brands can differentiate themselves by being trustworthy.Trust impacts consumer purchasing decisions significantly.Internal alignment on trust is crucial for organizations.Brands should be transparent about their shortcomings.Chapters00:00 The Importance of Trust in Today's World04:01 Trust Erosion and Its Impact on Brands06:56 Factors Contributing to Trust Issues09:55 Building Trust: The Role of Authenticity10:31 Trust as an Outcome: The Path to Influence14:34 Measuring Trust: Intent, Communication, and Delivery17:14 The Role of Vulnerability in Trust Building20:17 Trust and Employee Experience22:37 The Connection Between Trust and Business Success25:26 Creating a Competitive Edge Through Trust28:17 Edelman's Trust Survey Insights31:10 Navigating Change Without Losing Trust34:03 The Call to Action: Building Trust in Organizations

In this episode of Brand Story Lab, Rachel and Sam explore the concept of branded entertainment through two distinct examples: Allbirds' 'Cards on the Table' series and eBay Motors' 'Between Two Rides'. They discuss the effectiveness of each series in connecting with audiences, the importance of brand values, and the strategies behind successful branded content. The conversation highlights the need for brands to align their storytelling with their business goals and audience expectations, ultimately leading to a richer understanding of how to create impactful branded entertainment.TakeawaysBranded entertainment should connect with the audience's values.Allbirds' series felt tenuous in its connection to the brand.eBay Motors effectively engaged its audience through relatable content.Understanding the audience is crucial for successful branded content.The strategy behind branded entertainment must align with business goals.Community engagement enhances the effectiveness of branded content.Celebrity endorsements can be a double-edged sword in branding.Content should provide clear attribution to the brand's values.The production quality of branded content impacts audience perception.A clear creative strategy is essential for bridging brand and business goals.Chapters00:00 Introduction and Episode Structure01:53 Exploring Allbirds' Branded Entertainment04:34 Authenticity in Conversations07:37 Linking Brand Values to Content10:23 Celebrity Influence and Audience Engagement13:14 eBay Motors: A Different Approach to Branded Content16:13 Performance Metrics and Brand Awareness20:30 Breaking Conventions in Motor Enthusiast Content25:52 Success Metrics of 'Between Two Rides'28:33 Evolution of the Series and Audience Engagement32:51 Strategic Insights for Branded Entertainment37:37 Connecting Brand Values to Audience ExperienceAll birds’ latest YT series “Cards On The Table, hosted by Stanley Tucci”: https://youtu.be/SW7vS0zT3Gw?si=A17nNCHQ7DfhIWKM Ebay Motors' Between 2 Rides: https://youtu.be/99bM0kzjuMY?si=T3NHySQfQAqnILOm

In this episode of Brand Story Lab, Rachel Nussbaum and Sam Neukom discuss the importance of a single, powerful idea that encapsulates a brand's essence. They explore how emotional connections drive brand loyalty and memorability, the impact of AI on branding, and the significance of origin stories in establishing brand identity. The conversation emphasizes the need for conceptual consistency in branding and the role of leadership in executing brand strategy. Listeners gain insights into building memorable brands through authentic storytelling and systematic approaches to branding.TakeawaysA single idea can encapsulate a brand's essence.Connecting leadership, employees, and customers is crucial.Emotional connection drives brand loyalty and memorability.AI presents challenges and opportunities for branding.Origin stories can be powerful in establishing brand identity.Emotional connection must be tied to functional differentiation.Conceptual consistency is key to effective branding.Memorable brands create emotional shortcuts for consumers.Authenticity and integrity reinforce brand trust.A systematic approach to branding simplifies decision-making.Chapters00:00 The Power of a Single Idea04:27 Bridging the Core Idea Across Teams07:17 Emotional Connection in the Age of AI10:16 The Importance of Founder's Story13:01 Emotional Connection as a Growth Driver16:17 Branding Beyond the Logo19:12 Creating Memorable Brands Through Emotion24:43 Emotional Branding in Cannabis27:06 Conceptual Branding and Differentiation30:30 The Power of Brand Consistency33:36 Building a Brand Strategy36:24 Connecting Emotionally with Customers40:07 Exploring Brand Differentiation

In this episode of Brand Story Lab, Rachel Nussbaum and Sam Neukom discuss the challenges of gaining buy-in for branded content, emphasizing the importance of storytelling, trust, and long-term relationships in marketing. They explore strategies for overcoming budget constraints, the significance of authenticity, and the need for brands to understand their audience. The conversation highlights actionable tips for marketers to advocate for branded entertainment and build effective campaigns that resonate with consumers.TakeawaysThe biggest hurdle in marketing is often proving ROI.Building trust and long-term relationships is crucial.Storytelling can create emotional connections with audiences.Budget constraints can hinder innovative marketing strategies.Collaboration across teams can lead to better marketing outcomes.Starting small with pilot projects can yield valuable insights.Authenticity in storytelling is essential for brand success.Understanding your audience is key to effective marketing.Using audience insights can help align internal stakeholders.Building relationships within organizations can facilitate buy-in for new ideas.Chapters00:00 The Challenge of Getting Buy-In for Branded Entertainment10:51 Understanding Hesitations and Building Trust17:04 Leveraging Internal Stories for Brand Connection18:31 Crafting ROI Stories Through Collaboration19:31 Starting Small: The Power of Pilot Projects22:36 Authenticity in Storytelling and Influencer Collaboration23:28 Understanding Small Businesses: The Google Example28:27 Balancing Technology and Human Connection32:11 Building Relationships and Trust for Buy-In33:02 Top Tips for Getting Buy-In on Brand Marketing

In this episode of Brand Story Lab, Rachel Nussbaum and Sam Neukom delve into the critical distinction between narrative and story in branding. They explore how understanding these concepts can enhance brand strategy and foster deeper connections with audiences. The conversation emphasizes the importance of authenticity, emotional engagement, and the role of cultural narratives in shaping brand identity. Listeners are encouraged to undertake a narrative-building exercise to clarify their brand's story and its impact on their audience.TakeawaysNarrative and story are not synonyms; they serve different purposes.Narrative is broad and strategic, while story is specific and tactical.Stories can shift cultural narratives and perceptions.Brands can have strong stories but weak narratives, impacting their effectiveness.Investing in narrative building yields long-term benefits for brands.Emotions play a crucial role in how experiences are interpreted and shared.Understanding customer experiences is vital for effective branding.AI can enhance brand narratives but must focus on emotional connections.Cultural audits are essential for aligning brand narratives with customer values.Brands should continuously evolve their narratives to stay relevant.Chapters00:00 Understanding Narrative vs. Story04:09 The Impact of Stories on Narratives07:06 Cultural Narratives and Brand Identity10:06 The Importance of Consistency in Storytelling13:00 Short-term vs. Long-term Goals in Branding16:09 The Role of Experience in Shaping Narratives19:04 Emotions and Meaning-Making in Storytelling22:14 The Challenge of New Technologies in Branding25:11 Anthropomorphism and Human Experience29:40 The Power of AI Prompts30:50 Crafting Brand Narratives33:00 Cultural Audits and Customer Understanding35:01 Building Trust Through Shared Values37:06 The Importance of Asking Questions40:05 Identifying Brand Narratives43:06 Case Studies: Active Campaign and Kaiser Permanente46:59 Research and Frameworks for Narrative Development47:18 Steps to Clarify Your Brand Narrative51:57 lifestyle-outro-high-short.wavAbout Your Hosts:Rachel Nussbaum is the CEO and Executive Producer of Specular Sutdios, a branded entertainment company that helps global brands turn purpose and product into powerful storytelling. Born and raised in Korea and now based in Seattle, Rachel brings a cross-cultural lens to her work, bridging East and West to create content that resonates globally. With 15+ years of experience producing flagship campaigns and content for tech giants like Microsoft and Amazon, she specializes in helping marketers move beyond ads and into the realm of entertainment that audiences actively seek out. Connect with her on ⁠LinkedIn⁠. Samantha is the Founder of Northbound, a brand strategy studio that helps business leaders, owners and founders connect the heart of their business with the hearts of employees and customers. She partners with clients to create emotional relevance through product and brand differentiation. Then, she brings that to life in brand expression, employee engagement, and innovation. Her work makes brands more memorable and more valuable. Connect with her on ⁠LinkedIn⁠.

In this episode of Brand Story Lab, Rachel Nussbaum and Sam Neukom explore the intricate relationship between brand storytelling and brand strategy. They discuss the importance of authenticity, the role of origin stories in building trust, and how understanding your audience's needs can enhance emotional connections. The conversation delves into the science of storytelling, the significance of empathy in brand messaging, and practical steps for uncovering a brand's unique story. Through examples from companies like Delta Airlines and Hinge, they illustrate how effective storytelling can create lasting relationships with customers.TakeawaysBrand strategy and brand story are interconnected.Authenticity is crucial for effective storytelling.Origin stories can revive trust in a brand.Humanity in messaging enhances brand perception.Trust is built gradually and can be lost quickly.Understanding your audience is key to storytelling.Emotional connections drive customer loyalty.Neural coupling helps create relatable stories.Compelling narratives require a strong story arc.Empathy should be at the core of brand strategy.Chapters00:00 Crafting Your Unique Brand Story02:34 The Intersection of Brand Strategy and Storytelling05:54 Authenticity in Brand Narratives08:41 Reviving Trust Through Origin Stories11:41 Building Trust in a Distrustful World14:42 Understanding Your Audience for Effective Storytelling17:41 Emotional Connection Through Storytelling20:40 The Importance of Aha Moments in Brand Stories23:45 Steps to Uncover Your Brand's Unique Story26:44 The Protagonist in Brand Storytelling29:49 Shifting Focus from Product to People39:10 Transforming Operations with Entertainment43:09 The Power of Storytelling in Branding45:17 Contrasting Brand Narratives: Delta vs. Korean Air52:57 Hinge's Empathetic Approach to Loneliness59:22 Call to Action: Reflecting on Your Brand Story01:00:52 lifestyle-transition-high.wavCall To Action: Start reflecting on your own brand stories. Do you know your brand's origin story? Then find places where that origin story is connecting with your customers today. Leave us a comment. We'd love to hear from you! About Your Hosts:Rachel Nussbaum is the CEO and Executive Producer of Specular Sutdios, a branded entertainment company that helps global brands turn purpose and product into powerful storytelling. Born and raised in Korea and now based in Seattle, Rachel brings a cross-cultural lens to her work, bridging East and West to create content that resonates globally. With 15+ years of experience producing flagship campaigns and content for tech giants like Microsoft and Amazon, she specializes in helping marketers move beyond ads and into the realm of entertainment that audiences actively seek out. Connect with her on LinkedIn. Samantha is the Founder of Northbound, a brand strategy studio that helps business leaders, owners and founders connect the heart of their business with the hearts of employees and customers. She partners with clients to create emotional relevance through product and brand differentiation. Then, she brings that to life in brand expression, employee engagement, and innovation. Her work makes brands more memorable and more valuable. Connect with her on LinkedIn.Delta's centennial safety video: https://youtu.be/mnOLUnExHvw?si=AGW23Tb6HWYinLhx Korean Air's safety video: https://youtu.be/Mjq8iNkhGYo?si=G6U03TPYbJMhM80V

Today I want to take you behind the scenes of storytelling and how brands can create authentic, relatable, and impactful narratives. We'll cover: Why storytelling matters Core principles of effective storytelling Applying storytelling to enterprise marketing And a few case study of brands who are doing the above really wellLet's dive in.Why storytelling matters for enterprise brands Microsoft's mission statement: Empower every person and every organization on the planet to achieve more.The shift in brand's strategy, creating entertaining content Ads interrupt our viewing experiences Why not create content audiences enjoy watching Indeed's Rising Voices program exampleWhere can brands start? The three principles of storytelling Find untold stories that are hiding in plain sight Decide which lens youo're going to use to tell these stories Think about your story arcHilton's Off the Menu Series: Chef de cuisine cooking up change in DC | Hilton | Off the MenuOpportunity for brands to make emotional connection with the audience through branded entertainmentNorthwell Hospital Group's example of measuring the success in Lennox Hill series on Netflix: https://youtu.be/Sj_Yc-zisjc?si=UGYrxGHT2C2b0qD1Marriot's Travel by Design Films: https://youtu.be/7y_D8jD1X38?si=pvFGBAIzrPp_gra0 Indeed's Rising Voices Films: https://risingvoicesfilms.comThis episode's Challenge: Find untold stories in your organizationContact Rachel: [email protected]

Welcome to the second episode of Brand Story Lab! Today, I’m joined by Aidan McLaughlin, Director of ESG Marketing at Indeed. When you think of Indeed, you might think of a job site—but their Rising Voices Program is redefining what a brand can achieve. This innovative and high-impact initiative invests in BIPOC filmmakers, championing the belief that Talent is universal. Opportunity is not. By aligning entertainment content with company values, the program is reaching wide audiences while making a real difference.Our conversation was eye-opening, exploring how brands can transform into entertainment studios. We discussed the power of storytelling—how it’s a uniquely human technology—and how leveraging entertainment content can deliver ROI beyond expectations. Don’t miss this inspiring episode packed with insights and success stories!Links from the episode:Watch Rising Voices Films here: https://risingvoicesfilms.com/seasons/season-1/ Films mentioned during the episode - Fireline: https://risingvoicesfilms.com/film/fireline/Sarajin: https://risingvoicesfilms.com/film/sarajin/The Ballad of Tita and the Machines: https://risingvoicesfilms.com/film/the-ballad-of-tita-and-the-machines/Endling: https://risingvoicesfilms.com/film/endling/

In our first episode, I sit down with Sam Neukom, CEO and co-founder of Northbound, a brand strategy studio. We discuss the art of creating meaningful brand narratives, why context is key, and how Sam’s team helped reframe the branding for Oleria, a security company, by choosing love over fear.