Ecommerce Brand Storytelling

Most people think storytelling is just for writers and filmmakers. But the best business leaders know better. They use stories to close deals, inspire teams, and build movements. After studying how the best in the world communicate, I noticed something fascinating. They don't wing it. They use specific frameworks that turn messages into movements. 💡 The Pixar framework? It turns any change story into something memorable. "Once upon a time, retail was only in stores. Every day, people drove to shop. One day, Amazon changed everything." Simple. Memorable. Powerful. 💡 Simon Sinek's Golden Circle works because humans buy into purpose before products. Start with why you exist. Then show how you're different. Finally, reveal what you deliver. Watch how Apple does this in every launch. 💡 The StoryBrand approach flips traditional marketing. You're not the hero. Your customer is. You're just the guide helping them win. 💡 The Hero's Journey isn't just for movies. It brings founder stories to life. The call to adventure. The obstacles faced. The transformation achieved. We see ourselves in their struggle. 💡 Three-Act Structure works because our brains naturally think this way. Setup. Conflict. Resolution. Beginning. Middle. End. It's how humans have shared knowledge forever. 💡 ABT (And, But, Therefore)? It's beautifully simple. Here's the situation AND here's the context. BUT something changed. THEREFORE here's what happens next. Clear thinking in three beats. These aren't scripts to memorize. They're lenses to see through. Each one helps you connect differently. Each one moves people in unique ways. The magic happens when you know which framework fits which moment. And sometimes, when you blend them together. Which one are you trying this week? ♻️ Repost if this resonates with you. Follow Desiree Gruber for more insights on storytelling, leadership, and brand building.

Heritage brands often struggle with evolution and consistent, contemporary relevance. Those with rich histories, strong archival product and once iconic storytelling can be challenged in engaging with today’s Gen Z & Gen Alpha consumers. Extracting the values and persona of a brand’s prominent history, and conveying these characteristics in a culturally relevant manner to today’s consumer can be challenging. In order to know where you’re going, you must have an intricate understanding of where you’re from. Iconic moments in a brand’s cultural history are timeless memories, preserved within the fabric of your DNA. They are part of your existence and traits within your identity. More importantly, these special and slightly serendipitous moments can chart a path forward. Authentic adoption by notable figures in history can create a red thread between your past, present and future. This can quite literally personify the ethos of your brand’s characteristics and values. (Remember there was no social media 25 years ago 😎).   In the case of New Balance, it was all about design and performance innovation as the common denominator between the individual and the brand itself. Innovators defining themselves by wearing innovative product, creators admiring creation.    In the 1970s New Balance’s mission was to make the most technically advanced footwear for the emerging running boom. In parallel an unexpected fan base emerged: individuals like Steve Jobs, Bob Marley and Susan Sarandon saw New Balance as a kindred spirit and adopted NB’s performance footwear into their personal style.  Today we take this for granted but at the time it was a provocative and trend-setting move that defined a brand, shaped an era and informed modern trends.        New Balance has always been a brand worn by innovators, revolutionaries and tastemakers. The values that drew these individuals to NB 50+ years ago hold true today.  Remembering why these individuals wore our brand is a constant reminder of what to prioritize and celebrate as an organization moving forward.    For all of the creators out there, remember that part of developing a great brand is understanding how & WHY the best moments in your history occurred. It is up to you to identify these values, celebrate them, and ensure that they are realized in your current design, brand and communication strategies.   This is how you attain the notion of being a brand WITH heritage, not a heritage brand.   Featuring: Susan Sarandon, Bob Marley, Steve Jobs, Andy Warhol & Wes Anderson #branding • #marketing • #photography

The Future is fake. Will your brand be too? MANGO is apparently the first major retailer to replace real models with Ai. Impressive, right? Faster, cheaper, and trendier. But is it better? While everyone races to generate more, faster, more and faster and more and faster...something crucial is getting lost. Reality. Emotion. Trust. People don’t fall in love with pixels. They connect with real. Real faces. Real texture. Real imperfections. Just like Dove did. They launched the Real Beauty campaign in 2004. No retouching. No models. Just real women. And the results? → Sales jumped from $2.5B to over $4B within 10 years. → Campaigns like Evolution (2006) generated $150M+ in media exposure from just a few million in spend. → Real Beauty Sketches (2013) became the most-watched ad ever at the time over 163M views. → Dove is now one of Unilever’s top-performing brands, growing twice as fast as the rest of the portfolio in key markets. → The Dove Self-Esteem Project has reached 82M+ young people globally, embedding purpose into scale. This wasn’t just good vibes. It was good business. They turned authenticity into a competitive edge, and billions in brand value. And this will become increasingly relevant in a Ai driven world... AI can generate content. But it can’t generate connection. In a sea of AI sameness, human brands will be the ones we actually remember. Let’s not forget: Visibility is easy. Anyone can make Ai stuff. But not everyone can be memorable...

If your product isn’t selling, don't sell. Many retail brand owners focus on inventory, pricing, and marketing, something tangible and replaceable when they should be selling something unforgettable. Take the world’s most iconic brands. They don’t just sell products, they sell identity. + Apple doesn’t sell phones, it sells status, innovation, and belonging. + Nike doesn’t sell shoes, it sells motivation, perseverance, and achievement. + lululemon doesn’t sell athleisure, it sells community and self-betterment. + Patagonia doesn’t sell jackets, it sells activism and responsibility. + Christian Dior Couture doesn’t sell fashion, it sells heritage and luxury. + Crocs doesn’t sell footwear, it sells comfort and self-expression. Similarly, the best fashion brands don’t just sell clothes, they sell confidence. That’s the difference between a commodity and a brand. If all you’re doing is selling a product, you’re in a price war. And in that game, someone will always be cheaper, faster, or bigger. But brands that sell emotions and identity don’t compete on price, they dominate on loyalty. The data proves it. - A study by Harvard Business Review found that customers who feel emotionally connected to a brand have a higher lifetime value than those who are merely satisfied. - Another study by Gensler found that 94% of consumers would recommend a brand they feel emotionally engaged with. Because when people buy a brand, they aren’t buying a product, they’re buying how it makes them feel. So, the real question isn’t what you sell. What do people feel when they wear you? #retailleadership #brandbuilding #sellconfidence

Beauty narratives, design & your Brain. How viral brands tap into the brain’s natural chemistry? Activating circuits that build trust, enhance memory, and deliver a sense of reward? This narrative-based marketing shapes how people perceive and connect with a brand. Do you care? >>Brain favors EMOTIONALLY driven decisions<< Stories prompt the brain to release chemicals like oxytocin and dopamine, key players in empathy, trust, and motivation. When packaging reflects a narrative, it becomes not just a container, but a memory cue. +23% rise in oxytocin builds emotional closeness with a brand. +40% better recall for emotionally charged experiences. <<Story-led packaging drives RECOGNITION>> Packaging that incorporates a storyline helps consumers remember the brand long after the first interaction. +97% increase in recognition with consistent visual narratives. +95% of buying decisions are made subconsciously and guided by emotion. >>Visibility in a SATURATED market<< Among countless choices on the shelf, story-centric packaging stands out. It grabs attention and communicates meaning instantly. +306% increase in lifetime value for emotionally resonant brands. +22× better recall when messages are told as stories. <<The impact of visual language>> Design elements like color, illustration, and typography tell their own stories. When aligned consistently, they strengthen identity and make brands unforgettable. +82% of emotionally invested consumers are loyal to their favorite brands. +22× more memorable when information is conveyed as narrative. >>TRUST through transparent storytelling<< Consumers value honesty. Sharing stories around sustainability, sourcing, or values builds credibility and fosters trust. +81% of buyers say trust is a key factor in purchasing decisions. +60% agree that attractive packaging makes products feel premium. <<E-Commerce Growth Through Shareable Design>> Packaging with a strong narrative invites social sharing, expanding a brand’s digital footprint, especially crucial for online retail where physical presence is absent. +40% would post a product on social media if the packaging is creative. +52% online shoppers are more likely to repurchase when packaging tells a story. Final Thoughts. Storytelling affects the brain at a deep level, through emotional triggers, chemical responses, and immersive experiences. This emotional engagement builds loyalty and drives decisions in a way that data-driven marketing alone cannot. Explore real-world examples from standout brands and get inspired to craft a narrative that resonates. Featured Brands: Ace beauty Bondy Sands Colorkey Daise Drunk Elephant Heart Full Mixik Naming Laneige Scandy Tan Tuesday Urban Jungle #beautybusiness #beautyprofessionals #luxurybusiness #luxuryprofessionals

Some collabs feel like marketing. This one feels like magic.... I’m obsessed with connected thinking, the ability to tell a story that flows seamlessly across every touchpoint, remaining consistent yet always relevant. And Levi Strauss & Co. x Toy Story 30th anniversary is exactly the kind of campaign that makes me stop and take notes. From the moment you see the collection, it’s clear: this isn’t just about denim. It’s about storytelling in motion. Woody’s belt buckle, Andy’s handwriting on pocket bags, Jessie’s “Yodelayheehoo” embroidery, Saddleman graphics, all of it transforms apparel into narrative, turning every jacket, jean, and accessory into a wearable Easter egg for fans and collectors. It’s playful, it’s tactile, and it’s instantly shareable. Step inside the pop-ups, and the story expands. Andy’s toy box comes to life in Shanghai and beyond, DIY Woody and Jessie keychains, interactive displays, music, and experiences that turn retail into a playground. Every surface, every fixture, every interaction reinforces the collection’s core narrative, blending Western authenticity with childlike wonder. Online, the story continues. Campaign imagery, social content, and influencer activations mirror the tactile, immersive experience in-store. Limited-edition packaging, gifts-with-purchase, and even collectible Mattel, Inc. toys (A Woody doll in Levi’s!) extend the narrative beyond the physical space, inviting fans to participate, document, and share. The story doesn’t end at checkout, it lives in every photo, every post, every unboxing moment. What makes this collaboration exceptional is how it connects every dot, product, retail, social, digital, influencer, and experience, into one cohesive, joyful, and unforgettable narrative. It’s immersive, it’s playful, it’s culturally relevant, and it proves that thoughtful storytelling isn’t just a marketing strategy, it’s a brand’s superpower. For me it shows what happens when brands stop thinking in silos and start thinking in stories. The result? A campaign that doesn’t just sell, it speaks. A narrative that doesn’t just live on social feeds, it lives in real life. And a collection that doesn’t just outfit, it pulls you into a world of imagination, nostalgia, and delight. The lesson for brands is simple: build worlds, not campaigns. Make people part of the story. Engage senses. Connect touchpoints. And never forget, the most memorable experiences are the ones that make you feel like a kid again. Yee-haw! ________________ *Hi, I am Tim Nash. I help global brands build connected campaigns that resonate across every touchpoint. 🚀 #ImmersiveMarketing #BrandActivation #CreativeCollaboration #DigitalAndPhysical #RetailTheatre #ExperientialDesign #StorytellingInAction #MarketingInnovation #InteractiveCampaigns #CultureDrivenBranding Pixar Animation Studios The Walt Disney Company

Are immersive experiences the perfect way to launch a new film or series? For me it’s a BIG YES! Here’s why: 1. Deep Emotional Connection Immersive experiences let fans feel the world of the story, not just watch it. This emotional engagement creates lasting memories and loyalty. 2. Shareability = Organic Buzz These environments are often highly photogenic, designed for social media sharing. Fans become ambassadors, generating free publicity through social media. 3. Word of Mouth on Steroids A great immersive moment gets people talking, whether online, in real life, on podcasts and beyond. It fuels hype in a way that traditional trailers can’t. 4. Press Magnet Media outlets love covering something unique. A strong experience can generate press coverage far beyond the entertainment pages, from lifestyle to tech to design media. 5. Drives Urgency Make it exclusive, make it limited and suddenly, everyone wants in. Immersive launches create a sense of FOMO that accelerates viewership from day one. 6. Converts Casual Fans into Superfans When people step into the story world, they often become emotionally invested. Allow guests to step into the role of the protagonist. That’s how a curious browser becomes a die-hard follower. 7. Creative Alignment with the Brand Done well, these experiences reflect the tone, style, and universe of the film or series. They act as brand extensions making the narrative world feel richer and more real. 8. Adds Value for Talent & Partners Cast members, influencers, and brand partners get a one-of-a-kind platform to interact with the project. It becomes a backdrop for interviews, promotions, and premieres. 9. Data & Insights Track visitor engagement, dwell time, and interactions to gain insights into what fans love most which can shape future marketing, spin-offs, or merch strategies. 10. Pure WOW Factor At the end of the day, immersive experiences are fun. They generate wonder, excitement, and a deeper sense of anticipation which for me is the perfect launchpad. Below is Fever’s recent immersive Dexter Experience for Paramount Plus. For the launch of Dexter guests step into the mind of Dexter and get to play his dark passenger where they navigate interactive challenges whilst following the Code of Harry. As guests relive Dexter’s most defining memories, they meet familiar characters along the way, before getting a glimpse into his future. They end the experience with a killer, Dexter-themed cocktail in the Cuban Bar. Congrats to two of Fever’s exemplary Creative Directors Anderson Lawfer and Katrina Felice for creating a captivating theatrical experience👏 Thank you to Lucy Attenborough and Tarini Lal for being pivotal to the project’s success from beginning to end and to Marilou Emard for providing a masterclass in event production. Thank you also to The Experience Agency for doing a wonderful job at bringing it all to life. #immersiveexperience #event #experiential

In Italy, a small bookstore is making big waves. Luce Libreria Emotiva has quickly become known as the country’s first emotional bookstore. What makes it special? They don’t sort their books by genre. Instead, every book is placed in one of four categories: joy, sadness, anger, or anxiety. On top of that, they organize workshops on emotional literacy and critical thinking. For them, reading isn’t just about buying a book. It’s an act of resistance. This concept is simple yet brilliant. In an age when algorithms anticipate our every move and AI assistants optimise our lives for efficiency, customers are increasingly drawn to places that do the opposite: slow, deeply human, and emotionally meaningful. And here lies the real value of Luce’s approach. As AI platforms like ChatGPT or Gemini gradually centralize the sales and marketing funnel, it will become harder and harder for brands to stand out. Products risk becoming interchangeable. Convenience will be the same for everyone. When efficiency is no longer a differentiator, the only way to escape the race to the bottom is to move in the other direction—towards emotional resonance. That’s where humans come in. Not just by being physically present, but by adding value in ways that machines cannot replicate: through authentic storytelling, empathy, and relevance that feels deeply personal. The success of Luce Libreria Emotiva proves the point. People love concepts that feel human. They are willing to invest their time, attention, and money when an experience touches them emotionally. It’s a powerful reminder for every company: in a world where technology keeps raising the bar for efficiency, the true opportunity lies in climbing toward what makes us most human.

Death by Carbon Count. Murdered by Metrics. Spent Saturday morning in the supermarket. Not shopping for groceries. Hunting for proof. Proof that sustainability doesn't have to hide in a 200-page report or get lost in a spreadsheet jungle. I was benchmarking. Looking for brands getting it right, right there on-shelf. Recycled content worn like a badge. Carbon savings turned into conversation starters. Supply chains told as stories worth reading. Earlier that week, I'd sat through a sustainability presentation what might've been the driest sustainability presentation known to man. My mind drifted... Slide after slide of numbers that all blurred together. (anyone that knows me, knows I'm not a numbers person!). Then one simple infographic popped up. A town rebuilding after a storm. Suddenly I wasn't reading data. I was there. That's the power of visual storytelling. And that's exactly what belongs on-pack. Because if sustainability only lives in a strategy deck, it won't reach the people it needs to. It has to show up where it counts. On screen. On shelf. In hand. Consumers don't connect with decimals. But they remember the juice bottle that paired its footprint with its flavour. The chocolate box that gave a factory a face. That's sustainability with a pulse. Told at eye level. Every brand has the data. Recycled content. Sourcing claims. Emission charts. Few turn those numbers into something you can see, feel, or understand at a glance. That's your opportunity. Start with communicating the aim. What's the story? Plastic-free future? Circular design? Local impact? Add then these to the pack in a simple, engaging way. Spell things out. Then show the Actors. The growers. The drivers. The factory floor. Put people on the pack, not just percentages. Frame the Aspiration. Kitchens where scraps become tomorrow's meal. Beaches without litter. Gardens with bees. Paint the picture. Vividly. Visuals stick. Corny but true. Get it right, and your packaging doesn't just exist. It engages, educates and builds trust. What's your packaging saying right now? Message clear, or lost in the bin? _______________________________ Kicking off hashtag#30WildPackagingWins. I'll be posting an example of sustainable packaging every day this month in the run-up to the Sustainable Packaging Summit 📅 When: 10th–12th November 2025 📍 Where: Utrecht, Netherlands If you're into new ideas, new materials, new formats, and the occasional curveball, follow along. Thinking of joining the summit? Use LISAC20 for 20% off tickets. Details in the comments. Hope to see you there! #SPS2025 #SustainablePackagingSummit

Try building trust, loyalty, and credibility without a story. You're making your job 400% harder. People don’t connect with pitch decks. They don’t remember product specs. They remember stories. Stories about someone like them, struggling with something they know, and finding relief in a way that feels human. If you're trying to grow your brand, close more sales, or gain loyal customers, this is your shortcut: Sell with stories. Why? Because great sales stories do 3 things no sales page alone ever will: 👉They build trust People trust what they understand. A story makes your offer feel familiar and emotionally safe. 👉They create relatability Customers need to see themselves in your narrative. When they do, your product becomes their solution. 👉They trigger memory Data gets forgotten. Emotions stick. A well-told story becomes the reason they come back — and refer others. Here’s how to craft a sales story that actually converts: 🔹 Start with the struggle Every hero has a challenge. So do your customers. Start by describing a real pain point they face. 🔹 Introduce the turning point What did they try? What didn’t work? And then — what changed when they found your solution? 🔹 Show the transformation This is the emotional payoff. What improved? Faster workflow? Less stress? Bigger impact? Make it clear and vivid. 🔹 End with a human insight Close with something that makes the reader nod — not just click. Make it about them, not just your product. #storytelling #businesstips #growth #marketinglessons I share storytelling and creativity to help you and your company sell more and grow. Let's Connect! 1. My AI course on LinkedIn Learning: https://lnkd.in/e3Nc_3Ya 2. Join 10,000 others learning weekly growth tips at: https://lnkd.in/eCDKabp2 Use the 3-Act E.P.I.C Structure to turn stories into sales: https://lnkd.in/e9_eczTG 3. 3 Ways To Grow Guide: https://lnkd.in/gZaq56hT (no sign-up needed)