#brand-storytelling

#brand-storytelling

Scroll through the Los Angeles Lakers feeds on any major platform and one thing becomes obvious fast: they are not "just posting." They are producing. The Lakers treat social media like a 24/7 entertainment channel where basketball is the center, but culture, personality, and community are the engine. That is why they keep attention even when there is no game, no headline, and no viral moment handed to them.

With the slow death of the search bar, brands can no longer rely on SEO to help how they rank on a search results page, as every interaction, from discovery to purchase, is increasingly filtered through algorithms, making brand story a strategic asset. The shift reflects "a generational change" in consumer behavior, said John Harmon, senior retail and tech analyst at Coresight Research.

With viewership numbers yet to be released, one thing is already clear: Bad Bunny's Super Bowl halftime show wasn't just watched - it was felt. From the moment it was announced that he would headline, anticipation built across cultures. And once the performance aired, social media lit up with reactions that went far beyond commentary about music or production value.

Donnovan Andrews has spent his career in industries where the rules keep shifting - from the early days of digital to today's algorithm-shaped media landscape. His latest move sits right in the middle of that change. He's building Aivanta, an AI-powered holding company designed to acquire businesses with strong foundations and help them scale by embedding AI into how they operate.

Now that the dust has settled and AI evolution has become a truth we must all live under, this narrative feels outdated. The agencies that thrive won't be those resisting AI, nor those blindly automating everything in sight, but those that incorporate it, intelligently, in their process. The real opportunity lies not in the battle of human v AI, but in the partnership of human plus AI.

By positioning UBS as a curator of wealth, T Brand Studio's campaign emphasized the deliberate expertise behind tailored solutions rather than abstract banking promises. The program met its audience of high-net-worth individuals and senior leads in trusted editorial environments, embedding stories within New York Times ad units, podcasts and custom experiences aligned to readers' interests. Other elements included three short films and custom crosswords in print and digital formats.

If carefully channeled chaos and stunt marketing defined 2025, what will 2026 usher in? Inc. put that question to three of the most entrepreneurially minded chief marketing officers, whose work leading branding, product launches, partnerships, and collaborations for fast-growing companies landed them on our annual Best in Business list, and asked for their predictions about where marketing is headed in the new year. Here's what they said.

When discussing the intersection of brand and messaging, it's only natural to make the association between brand communication and control. It is the responsibility of brand marketers, copywriters, etc. to define and communicate brand message, select the appropriate channels, and shape the narrative of brand communications to fit and drive desired outcomes. Following this line of thinking, then, should make it simple to delineate between means and mediums of communication that best serve the mandates of brand marketers.

We play an integral role in driving customer acquisition and long-term growth Long-term growth? A bit like Jack and the Beanstalk? Fairytales are good too. Sorry, please continue. You'll uncover and develop powerful stories of cloud adoption cases where cutting-edge AI, data, security and modern infrastructure solutions delivered a step-change in agility, efficiency and innovation This is a rubbish story!

The holiday season is basically the Super Bowl of marketing, every brand is fighting to come up the most innovative approach to attract attention to their brand, boost engagement, and increase sales. As December rolls in, fashion houses and beauty labels start pulling out their big ones, from immersive pop-ups and vintage-coded nostalgia shoots, to family-centered campaigns and full on city-stopping light shows. This year, a handful of brands are proving that holiday marketing can be more than just a glittery gift guide drop.

It's been a year defined by rapid innovation, and experiential marketers certainly found new ways to amplify brand moments with technology: a smartwatch that can guide you to a new favorite artwork, better tee shot predictions, an immersive keynote address.

The marketing landscape for 2026 represents a fundamental departure from strategies that dominated previous years. As we enter this new era, successful marketers are abandoning traditional approaches centered on driving traffic to websites or social media platforms. Instead, the emerging paradigm emphasizes building sustainable brand authority and establishing your organization as a trustworthy, cited-everywhere source. This shift demands that marketing teams rethink their entire value proposition and distribution strategy. Customer discovery pathways have fundamentally changed-consumers are no longer simply searching Google for information.

"That creator mindset gave us a strong foundation in storytelling," said Ireland. "We felt like there was this bigger story to be told around beauty and self care and infusing this joy into what would normally be a really mundane part of your routine."

I'll never forget the first time I saw the power of a group gasp. Years ago, at a Baltimore Ravens game, a film I'd helped create played across the stadium's newly installed LED screens. In the climactic moment (a close-up shot as the kicker's foot struck the ball) the entire crowd seemed to freeze, breath held, before erupting in a wave of energy that swept the stands. That's because the shot was perfectly timed with the real kick-off that started the game.

Her expertise lies at the intersection of data-driven insights and creative storytelling, enabling her to build marketing engines that not only acquire customers but foster lasting brand loyalty. Throughout her career, Suha has guided a diverse portfolio of clients, from fast-growing SaaS startups to established consumer goods brands, helping them navigate complex market dynamics and achieve significant digital transformation.

People don't shop online anymore-they live there. And ecommerce brands that get it, win. Take Jacquemus. Instead of launching their Monte-Carlo store with a basic promo, they created a surreal beach club fantasy, complete with deadpan voiceovers, pastel visuals, and a wink at luxury itself. No influencers. No hard sell. Just a bizarrely perfect fake world that got everyone talking. This kind of creative restraint, paired with clever subversion, didn't just sell fashion; it sold feelings.