The Storytelling Lab

Brand Stories Grab Attention, But Brand Narratives Build Movements

22 snips
Oct 6, 2025
Explore the intriguing distinction between brand stories and brand narratives. Discover how a unified narrative thread can connect all aspects of your business, from marketing to vision. Learn the vital role of the Chief Storytelling Officer in curating and protecting your brand's narrative. Rain Bennett illustrates his points with captivating metaphors, like Hamilton and the Bible, emphasizing that while stories grab attention, coherent narratives build trust and lasting movements. Uncover how to align your storytelling for long-term brand impact.
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INSIGHT

Stories Alone Aren't Enough

  • Telling brand stories is necessary but no longer sufficient for differentiation in a crowded market.
  • Brands must go beyond single stories to create a larger organizing narrative that informs everything they do.
INSIGHT

Narrative As Alignment Compass

  • A brand narrative is the strategic thread that aligns all departments and decisions in a business.
  • It prevents siloed stories and confusion that erode customer trust.
ADVICE

Collect Small Transformations

  • Capture many small transformation moments because each is a usable story for your brand.
  • Build a system to mine and store these stories so you always have content to reflect your narrative.
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