In addition to providing an engaging aspect to a product's packaging or informing consumers on a brand's lifestyle vision, branded storytelling is an intriguing concept that's closely related to the the concept of provenance. When executed correctly, branded storytelling can be both a tool for educating people on a product's naturalistic origins and cultivating an emotional connection between the consumer and the brand.
Separately, branded storytelling is easily observed in the realm of marketing campaigns and immersive retail concepts. A winning example of this is a recent commercial spot for quick service restaurant chain Panera Bread. The emotive ad juxtaposes imagery of a farmer harvesting his crops with that of Panera dishes being prepared and a happy family diving into dinner together. In showcasing such an aspirational view, brands are able to communicate their standards around sustainable, organic food cultivation.
- Gen Alpha
- Gen Z (primary audience)
- Millennial (primary audience)
- Gen X (primary audience)
