In Branding

The Super Bowl has come and gone and while the actual game points may be forgotten by many of us, brand messages sent during those four power hours will likely linger a bit longer.  A resounding theme carrying forward from 2012 is the idea of “brand stories”.  As content mediums evolve, so does the depth of the brand message.  Some of those Super Bowl ads were a great example of this.

According to Daniel Blinman, a writer with Social Media Today, “If you really want to connect with your audience, spark empathy, develop connections and bring business, you need to become a storyteller.”  Allegory employs this methodology in every client project, stories (derived from company culture audits and Jungian archetypes) become the foundation for every part of the branding equation.

Let’s take a look at how some brands are stepping up their game with the power of video storytelling…

Chrysler Super Bowl Commercials

Chrysler invested heavily in storytelling during Super Bowl commercials for both Jeep and Dodge Ram Trucks.  Here they salute those that serve our country – both farmers and the men and women of the military

Budweiser Super Bowl Clydesdales

Budweiser took a tried and true campaign and gave us a story that brought women to tears everywhere. Who doesn’t love a man and his horse?

Expedia “Find Yours” Campaign

Expedia celebrates the transformative power of travel through user generated video content that takes us on a trip with the everyday traveller. We experience life challenges through their eyes as Expedia takes them on a journey.

Pantene Commercial

Pantene takes us to whole new heights of emotion in this inspiring story of a young girl who overcomes much to celebrate her passion.

Don’t underestimate the power of a story.  It’s one of the easiest ways to foster a deep connection with your audience; stirring emotion is ultimately a factor that plays a significant role in consumer buying decisions. As computers get faster and the average consumer becomes more savvy online and with mobile devices, video has the potential to become one of the most popular ways to communicate on this level.

Does your brand tell a story?  Curious about your company culture and archetypes? Take our archetype quiz to uncover your organization’s archetypal identity!


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