Storytelling
inspiration
Memorable
brand stories
It’s always people - the constant we’re all trying to connect with.
And its stories, that people remember.
Here’s four great case studies.
Insight #01
Rolls Royce
How you create feeling of luxury from a Press Add
When Ogilvy, the global ad agency worked on the launch of a new Rolls-Royce, they didn't start with claims about craftsmanship or heritage. They went looking for the story and deep in a technical review, they found it.
“At 60 mph, the loudest sound inside the car was the ticking of the clock”
It works because it doesn't tell you the car is quiet. It lets you feel it. You can almost hear that clock.
The Lesson
Great copy doesn't list features. It creates a feeling people remember. For an ad, a website, or a LinkedIn post — the principle is the same.
Source:
Rolls-Royce Advert, “Ogilvy on Advertising”
Insight #02
Nike
How a sportswear brand stands out from its rival.
Nike and Adidas both make quality sportswear but with different stories
The long running (pardon the pun) "Just Do It" isn't about their shoes but about pushing past your limits, becoming your best self. Nike sells the hero's journey.
Adidas sells products that do the same, but their story is about innovation.
The Lesson
Your brand isn't what you do. It's how you do it and why. Get that right, and you'll attract customers who share your values — and keep coming back.
Insight #03
Michelin
How to design a marketing campaign to sell more tyres
Michelin's answer was brilliantly indirect: give people a reason to drive furtMichelin's answer was brilliantly indirect: give people a reason to drive further.
In the early 1900’s, they launched a free guidebook for motorists - maps, repair shops, places to refuel, and restaurant recommendations to give drivers destinations worth travelling to.
Today, that same guide has become the famous ‘Michelin Guide’ for exceptional restaurants across the world so whilst it promotes some fine eateries, the Michelin brand remains.
The genius? They weren't selling tyres directly. They created a culture of travel and exploration. More journeys meant more miles leading to more tyres sold.
The Lesson
Michelin understood something many businesses miss: the best way to increase sales isn't just about selling harder. In this instance, they gave motorists something useful that ultimately, would require more use of their product
Insight #04
Sainsbury’s
How to grow sustainably without sacrificing today's sales?
The Long (Brand Building)
Sainsbury's Christmas campaigns, like their BFG collaboration, create emotional connections through heart warming storytelling. These build lasting brand affinity that keeps customers coming back year after year.
The Short (Sales Activation)
Their "Feed Your Family for a Fiver" campaigns and Nectar loyalty scheme drive immediate sales with clear value - promotions that activate purchases now.
The Lesson
Whether you're B2C or B2B, it's easy to default to short-term wins - promotions, discounts, quick tactics. But without brand building, you're stuck on a hamster wheel of constant activation with diminishing returns.
Research analysing 1,000 campaigns found that businesses splitting their marketing 60% brand building and 40% activation achieve the strongest long-term growth.**
The balance: Emotional stories build the brand. Smart offers convert it into sales today. You need both.
Source: The Long and the Short of It”, Les Binet and Peter Field **
This is a very complicated world, it's a very noisy world. And we're not going to get a chance to get people to remember much about us…
Steve Jobs
