The master guide to brand storytelling

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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-brand-storytelling tag-article "> <section class="post-full-content Brand storytelling"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-10-10">10 October 2024</time> <span class="reading-time">16 min read</span> </section> <h1 class="post-full-title">The master guide to brand storytelling</h1> <section class="post-full-meta"> <a href="/tag/brand-storytelling/">Brand storytelling</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/10/CMA_Website_Article_Images_Stock--3---1-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Brand storytelling is the act of crafting stories that connect emotionally, fostering brand loyalty and deeper connections. In this guide, you’ll find our current resources from articles, ebooks, and courses to help you become a master storyteller for your brand. </p><p>Specifically, we’ll be looking at: </p><ul><li>What brand storytelling is</li><li>Why it’s important</li><li>Why you should use brand storytelling</li><li>How brand storytelling impacts brand image</li><li>How to use brand avatars and the hero’s journey</li><li>The impact of emotional storytelling</li><li>How storytelling works to support advocacy</li><li>Some examples of great brand storytelling</li></ul><h2 id="what-is-brand-storytelling">What is brand storytelling?</h2><p>Brand storytelling (as noted in our comprehensive <a href="https://www.customermarketingalliance.com/the-elements-of-customer-marketing-key-strategies-and-tactics-glossary/?_gl=1*cdj2lt*_up*MQ..*_ga*MTk1OTEwNDE0NS4xNzI4NTUyMjMx*_ga_ENBEF4TD6M*MTcyODU1MjIzMS4xLjAuMTcyODU1MjIzMS4wLjAuMA.."><u>customer marketing glossary</u></a>) is the use of a brand's values, purpose, and identity to create compelling narratives that captivate the target audience. It involves crafting stories that connect emotionally, fostering brand loyalty and deeper connections. </p><p>These narratives typically follow a structure with a beginning, middle, and end, organizing elements like plot, characters, and conflicts. Brand stories can explore ideas, beliefs, experiences, and events, often featuring a change that concludes positively or negatively. </p><p>These stories can be delivered through various means, including spoken word, written text, visuals, or multimedia.</p><h2 id="why-is-brand-storytelling-important">Why is brand storytelling important?</h2><p>From the perspective of the customer, your brand storytelling should show them the result of their investment in your brand. Sometimes it can be easy to get lost in new metrics, platforms, and ways to perform marketing, but in the end, marketing is all about influencing someone to do something.</p><p>Stories are the most influential way of conveying the value your brand has, and building a story with a relatable ‘hero’ is a fantastic way to get your customers to buy into your product. </p><p><strong>Charlotte Lilley, Head of Global Customer Marketing at Coupa</strong> noted that: </p><blockquote><em>“At Coupa, we focus on telling stories that showcase our customers and how they're using our products and services to achieve their goals. Here we are strategic with how we go about this and we have specific people on the team working on specific segments.”</em></blockquote><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/the-power-of-narrative-design-in-customer-marketing-why-storytelling-matters/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The power of narrative design in customer marketing</div><div class="kg-bookmark-description">In this article, I want to share my insights on how to use data, brand storytelling, and narrative design to create content that resonates with customers, builds brand loyalty, and ultimately drives business growth. So let’s dive in!</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-67.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Charlotte Lilley</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/camille-brodard-kOAU9SG0VX8-unsplash--1-.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>So, in what context should stories be used? Generally speaking, there are a few common reasons why storytelling is used:</p>    <div class="two-column-container"> <div class="two-column-inner-container"> <div class="custom-column">  <ul> <li> - Promote a product</li> <li> - Entertain your audience</li> <li> - Showcase an achievement or landmark</li> </ul> </div>  <div class="custom-column"> <ul> <li> - Educate the market or existing customers about a new product, feature or service</li> </ul> </div> </div> </div>  <p>Each of these reasons will be showcased differently depending on who you’re targeting. Things that’ll impact the type of story you tell are things like: </p><ul><li>Customer segments</li><li>Customer journey touchpoints</li><li>Product and/or feature uses </li><li>Customer lifetime value</li></ul><h3 id="questions-to-ask-for-story-choices">Questions to ask for story choices</h3><p>Your brand story must be clear about who it wants to connect with, otherwise, the effort put into making an emotional connection becomes useless. A customer isn’t going to want to hear about stories that don’t matter to them. </p><p>So, to make sure you’re on the right track ask yourself these questions: </p><ul><li><strong>Who is this story for?</strong> Who will be most receptive to it and why?</li><li><strong>What is the story’s purpose?</strong> Is it to educate? About what? (product, release, feature)</li><li><strong>What is the key message of the story</strong> - can it be distilled in one concise sentence?</li><li><strong>What action do we want the audience to take?</strong> Upgrade membership, share a post, or book a demo?</li><li><strong>Which medium will be the best to showcase the story?</strong></li></ul><p>Also, think about how you want it presented. Will it be in traditional advertising form, a case study experience, or something else? Getting customers involved themselves is often a strong way to make immediate connections between current and potential customers, and supports other <a href="https://www.customermarketingalliance.com/how-storytelling-works-to-perfect-customer-marketing/?_gl=1*ht9u00*_up*MQ..*_ga*NjYwODI0NTM2LjE3Mjg1NTI0MTY.*_ga_ENBEF4TD6M*MTcyODU1MjQxNi4xLjAuMTcyODU1MjQxNi4wLjAuMA"><u>aspects of the customer marketing</u></a> process to boot! </p><h2 id="why-use-brand-storytelling">Why use brand storytelling? </h2><p>So why use storytelling specifically? Why not use other tools for customer outreach like reference, advocacy, swag etc.? While those have their place, storytelling is a practice that is innately human and has been done for centuries. </p><p>As <strong>Gastón Tourn, CMO of Curio </strong>says: </p><blockquote><em>“Some principles have been true for thousands of years, and there's so much we can learn – not just marketers, but anyone in business. Storytelling is a critical skill for fundraising, presenting to boards of investors, and negotiating a promotion too.”</em></blockquote><p>Gaston goes on to explain that while you can do the basics of showing how your product works, that’s never going to be enough. In today’s marking landscape that’s not just the bare minimum, it won’t even get you noticed. </p><p>Hundreds of other companies will be selling similar products and experiences, so storytelling (and creating a solid and identifiable brand image) is the only way to get your noticed and distinguishable from your competitors: </p><blockquote><em>“Marketing stories cannot just illustrate what the product does; they need to elevate the product experience. A marketing advert that just illustrates in very practical terms what a product does is going to have some effectiveness, but it’s not going to tell a compelling story about the brand and so it’s not going to build the brand.</em></blockquote><blockquote><em>If you just show the product and how it works, your advert is going to be quite dull, but if you defamiliarize it and you show that experience, it captures people's imagination and creates a much stronger emotional connection with the product.”</em></blockquote><p>Want to read the whole interview? Take a look below.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/magic-of-marketing-the-goal-of-brand-storytelling/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The heart of marketing: What’s the goal of brand storytelling?</div><div class="kg-bookmark-description">Stories are at the very heart of marketing. We’re taking a look at what should be two of the main goals of your storytelling: defamiliarizing your audience (ostranenie), and maintaining a consistent story they can engage with (willing suspension of disbelief).</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-66.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/dollar-gill-0V7_N62zZcU-unsplash--1--1.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h2 id="how-brand-storytelling-impacts-brand-image">How brand storytelling impacts brand image</h2><p>Brand storytelling is a powerful vehicle for communicating brand values and personality, helping customers develop a clearer understanding of what your brand represents.</p><p>Stories also build your company up as genuine and trustworthy which goes a long way into building - and becoming worthy of - lasting consumer advocacy. And, as we’ve mentioned before, unique brand stories act as differentiators within the crowded market, ensuring you stand out from your competitors.</p><p>Brand storytelling changes the way customers perceive and interact with your company, turning a simple transaction into a meaningful experience and enhancing your overall brand image.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/build-up-your-brand-image-using-effective-brand-storytelling/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Build up your brand image using effective brand storytelling</div><div class="kg-bookmark-description">Storytelling in marketing is a great way to connect with audiences and make something memorable out of your brand that’ll stick in the minds of your customers. We’ve put together an introduction to brand storytelling to set you up on the right track.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-65.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/etienne-girardet-EP6_VZhzXM8-unsplash--1-.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h2 id="brand-avatars-and-the-hero%E2%80%99s-journey">Brand avatars and the hero’s journey</h2><p><a href="https://www.customermarketingalliance.com/ideal-customer-avatar-understanding-your-brand-story-hero/?_gl=1*pxtkcq*_up*MQ..*_ga*MTQwNTIwNjg0Ni4xNzI4NTUyMjc5*_ga_ENBEF4TD6M*MTcyODU1MjI3OS4xLjAuMTcyODU1MjI3OS4wLjAuMA"><u>Brand avatars</u></a>, also known as an Ideal Customer Avatar (ICA) is a detailed character profile that illuminates the core benefits of your product or service. Storytelling must invite customers to envision an improved version of their own story. </p><p>The ICA is the ‘protagonist’ in the hero’s journey. But to craft this narrative effectively, marketers must first deeply understand the current state of their audience's lives, challenges, and unfulfilled aspirations.</p><p>As marketers, you are both the guide and narrator, to your ICA. Your storytelling will showcase the wisdom and tools necessary for your ICA's personal development story.</p><h3 id="the-hero%E2%80%99s-journey">The Hero’s journey</h3><p>There are a ton of different kinds of plots you can use to implement into your own storytelling, but the most classic story arc is known as The Hero’s Journey. Once you know about it, you’ll see it everywhere: The Lion King, Star Wars, The Fellowship of the Ring, and more. </p><p>The Hero’s journey has eleven plot beats: </p>    <div class="two-column-container"> <div class="two-column-inner-container"> <div class="custom-column">  <ul> <li>1 - The Ordinary World</li> <li>2 - The Call to Adventure</li> <li>3 - Refusal of the Call</li> <li>4 - Meeting with the Mentor</li> <li>5 - Crossing the First Threshold</li> <li>6 - Tests, Allies, and Enemies</li> </ul> </div>  <div class="custom-column"> <ul> <li>7 - Approach to the Innermost Cave</li> <li>8 - The Ordeal</li> <li>9 - The Reward</li> <li>10 - The Road Back</li> <li>11 - The Ressurection</li> <li>12 - Return with the Elixir</li> </ul> </div> </div> </div>  <p><em>This stuff is just the tip of the narrative design iceberg, so don’t just leave your understanding here where our <strong>Narrative Design: Masters</strong> is ready to make you the next Shakespeare of marketing stories. </em></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://learn.customermarketingalliance.com/course/narrative-design-masters?ref=customermarketingalliance.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Narrative Design Certified | Masters</div><div class="kg-bookmark-description">Tell a story they can’t ignore. Get certified in Narrative Design today.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/bc14804c664638e4cc6d9b7faf46c890.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Customer Marketing Alliance</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/3d14edf69608ba6199db98f11baa6408.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>Now these may not mean a lot on their own, so we’ve got an example for you from The Lion King. The plot beats go as follows: </p><ol><li><strong>The Ordinary World: </strong>Simba is the heir to the throne of Pride Lands.</li><li><strong>The Call to Adventure: </strong>Scar kills Mufasa and tells Simba to leave Pride Lands.</li><li><strong>Refusal of the Call: </strong>Simba, scared and alone, retreats to the desert.</li><li><strong>Meeting with the Mentor:</strong> Timon and Pumbaa introduce Simba to life in the jungle.</li><li><strong>Crossing the First Threshold: </strong>Simba embraces the “hakuna matata” lifestyle.</li><li><strong>Tests, Allies, and Enemies: </strong>Nala finds Simba and they fall in love.</li><li><strong>Approach to the Innermost Cave: </strong>Nala asks Simba to save the Pride Lands and reclaim the throne.</li><li><strong>The Ordeal:</strong> Simba must decide between his life in the jungle and his duty to the Pride Lands.</li><li><strong>The Reward: </strong>Mufasa’s ghost tells Simba to return.</li><li><strong>The Road Back: </strong>Simba goes with Nala and faces off against Scar.</li><li><strong>The Ressurection: </strong>Simba learns Scar killed his father and he throws Scar from Pride Rock.</li><li><strong>Return with the Elixir: </strong>Simba ascends Pride Rock and reclaims his throne.</li></ol><p>Lots of stories have similar protagonists, similar journeys, and similar obstacles, but are still unique in their own right. The Lion Kings itself is well known to be a loose adaptation of Shakespeare’s Hamlet, but you wouldn’t see people arguing Simba and Hamlet are the same character. So even with this most basic structure, you’ll be able to build a host of customer stories upon it. </p><p><em>We also go through more nuanced story structures, including the six basic plots in this article: </em></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/how-to-power-up-your-brand-storytelling-with-the-heros-journey"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to power up your brand storytelling with the hero’s journey</div><div class="kg-bookmark-description">Storytelling is a massive subject and can turn into a lifelong journey of studying stories, especially in marketing. Stories are in everything. Not just advertising and brand storytelling especially is a science that anyone can utilize; anyone can do it.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-64.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/ricardo-cruz-DCqvWkXF74Q-unsplash--1-.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h2 id="emotional-storytelling"> Emotional storytelling</h2><p>As we’ve established throughout this guide, storytelling has the goal of persuasion but must be able to connect to the individual interacting with it, usually through <a href="https://www.customermarketingalliance.com/how-to-use-emotional-storytelling-in-marketing/?_gl=1*hzzt6x*_up*MQ..*_ga*MjEzMTM5NDE1LjE3Mjg1NTIyMTU.*_ga_ENBEF4TD6M*MTcyODU1MjIxNC4xLjAuMTcyODU1MjIxNC4wLjAuMA"><u>emotional storytelling</u></a>.</p><div class="kg-card kg-callout-card kg-callout-card-pink"><div class="kg-callout-text"><b><strong style="white-space: pre-wrap;">Note: </strong></b>Emotional storytelling isn’t exclusively pulling on the heartstrings. It can emotionally connect through, humour, joy, anger, and more!</div></div><p>Here are some tips on engaging in emotional storytelling.</p><h3 id="leverage-powerful-sensory-details">Leverage powerful sensory details</h3><p>Senses include smell, sight, sound, taste, and touch. Some of these can be more ticky to convery through a traditional medium, but perfum advertisers have been doing it for decades. The main key is to pick a sense that you want to focu on, and engage the imagination of the customer through vidual or auditory storytelling. </p><p>By engaging multiple senses, you can make narratives more vivid and emotionally impactful. But how do you apply this? Here are some examples:</p><ol><li><strong>A coffee company:</strong> A coffee brand could weave rich sensory details into their narrative about their sourcing and roasting process. They might describe the misty mountains where their beans are grown, the earthy aroma that fills the air during roasting, or the smooth, velvety texture of the final brew. </li><li><strong>A luxury car manufacturer's promotional campaign: </strong>A high-end car brand could use sensory storytelling to convey the experience of driving their latest model. They might detail the touch of hand-stitched leather, the satisfying click of precision-engineered controls, or the purr of the engine as it comes to life. </li></ol><p>By incorporating such vivid sensory details, marketers can create more engaging and persuasive brand stories that stick in customers' minds and evoke emotional responses. This approach helps to differentiate the brand and create a more immersive, memorable customer experience.</p><p>layer in emotional punches through subtle symbolism, character actions, visual metaphors – all manner of showing rather than telling. </p><h3 id="build-towards-an-emotional-catharsis">Build towards an emotional catharsis</h3><p>Make sure to build towards an emotional catharsis or release for the audience. Arouse feelings scene by scene, then resolve them in a culminating way that leaves people feeling cleansed and satisfied, even if tinged with lingering sentiments. An abrupt non-ending is deeply unsatisfying. </p><div class="kg-card kg-callout-card kg-callout-card-pink"><div class="kg-callout-text"><b><strong style="white-space: pre-wrap;">Remember: </strong></b>Emotional storytelling is a journey, not a jump-scare.</div></div><p>Here are two examples of what we mean:</p><h4 id="a-fitness-app">A fitness app</h4><p>This ad can tell of a working mother struggling with self-image and health issues. The narrative would detail her frustrations, self-doubt, and failed attempts at getting fit. As she discovers the app, the story would follow her journey - the early morning workouts, moments of wanting to give up, and small victories. </p><p>The emotional tension builds as she faces her biggest challenge: a local 5K race she's always dreamed of completing.</p><p>The catharsis comes when she crosses the finish line, tears streaming down her face, realizing she's not only achieved her fitness goal but also rediscovered her strength and confidence. This emotional peak allows customers to experience the triumph vicariously through the character, associating those feelings with the brand.</p><h3 id="a-sustainable-fashion-brands-ethical-awakening-story">A sustainable fashion brand's ethical awakening story</h3><p>The brand could narrate the journey of its founder, who started in the fast fashion industry. The story would describe their growing unease with the industry's wasteful practices and exploitation. Tension builds as the founder grapples with ethical dilemmas, risking their career to speak out against harmful practices.</p><p>The cathartic moment arrives when the founder decides to leave their high-paying job to start an ethical, sustainable fashion line. This decision, though difficult, brings a sense of relief and purpose. </p><p>The story culminates in the brand's creation, offering customers a way to participate in this ethical transformation and experience the emotional release of aligning their values with their fashion choices.</p><h3 id="avoid-performative-activism">Avoid performative activism</h3><p>One key area where brands often struggle with ethos is around social and political issues like LGBTQ+ rights or racial equality. Don’t cut corners by engaging in "performative" support that’s shallow or misaligned with your brand's actual practices.</p><p>A lot of brands get this wrong. You see it all the time during Black History Month and Pride Month. Many brands do performative support during those moments, but it's not going to get them very far. People spot it very quickly when that support is purely performative and there's no real commitment to standing for those values.</p><p>As <a href="https://www.customermarketingalliance.com/putting-people-at-the-heart-of-your/?_gl=1*ht9u00*_up*MQ..*_ga*NjYwODI0NTM2LjE3Mjg1NTI0MTY.*_ga_ENBEF4TD6M*MTcyODU1MjQxNi4xLjAuMTcyODU1MjQxNi4wLjAuMA.."><u><strong>Erin McLean</strong>, CMO at eSentire, puts it</u></a>: </p><blockquote><em>“You have to give people an opportunity to connect and understand the people behind those messages - we all live in would have been connection. Understanding, connection, awareness, engagement, and all those key buzzwords help you move through a funnel, and make you understand that you are resonating with your target audience.”</em></blockquote><h2 id="how-brand-storytelling-supports-advocacy">How brand storytelling supports advocacy</h2><p>All of the points we’ve already talked about go a long way to helping connect with your audience. But with advocacy specifically, we want to hit on the two following points. </p><h3 id="1be-consistent-and-authentic">1 - Be consistent and authentic</h3><p>This may seem like a moot point, but you’ll be surprised how tempting it can be to drop consistency and authenticity when big dollar signs are flashing at you. </p><p>There may be tempting to over-promise to a potential client, or make unique changes to cater toward specific deal, but this never works in the long run. Cracks will start to show very quickly, and the relationship will be ruined before it’s ever even truly begun. </p><p>As we mentioned with performative action, customers don’t like false promises or pretty works - they’re not stupid, they’ll see through the ruse quicker than your think! </p><p>So make sure you’re starting your customer relationships the right way from the very first ad that comes across their ‘for you’ page. Deliver exactly what you know they’ll get when buying from you. </p><h3 id="2make-your-advocates-the-heroes">2 - Make your advocates the heroes </h3><p>With what we’ve said in this guide so far, we’ve stuck to a very brand-first outlook. Brand storytelling connects with customers mainly for the support of your business. While this remains true, one of the best ways to ensure advocacy is to make your customer the ‘main character’. </p><p>Whether this is in a fictional customer journey or a real-life case study, the main aim is to put your customer in the spotlight - in turn, it'll naturally put attention onto your brand as well. </p><p>As <strong>Miri Rodriguez</strong>, in the book, "Brand Storytelling: Put Customers at the Heart of Your Brand Story", describes it: </p><blockquote><em>“The brand takes on the role of sidekick in its own story, commissioning the customer to prosper with its help […] when the customer understands that your brand exists to make them better in one way or another and that you are positioning them to win, they become especially interested in winning. And when they win, you win.”</em></blockquote><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/support-your-advocacy-strategy-by-using-authentic-brand-storytelling"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Support your advocacy strategy with brand storytelling</div><div class="kg-bookmark-description">prioritizing certain elements within brand storytelling can convert current customers into supportive advocates: Consistency and authenticity, Knowing your audience, Communicate the problem you solve, and Connect with your community.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-63.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/priscilla-du-preez-CNf31ObmoCs-unsplash--1-.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>Many of the concepts we’ve spoken about naturally encourage brand loyalty and advocacy, but none of these can be done well without actually connecting with your audience.</p><p>Placing your customers as the ‘Batman’ in your brand story does no good if the narrative goes somewhere your audiences don't connect with.</p><p>Listen to criticism, make it a habit to conduct case studies and form focus groups. Offer the right kinds of incentives by asking your audience what they want from the narrative. All of this information can go towards forming the most authentic and satisfying narrative for your brand.</p><p>Consider where the story might go next by identifying the causes, features, or upgrades your customers are most curious about - don’t be afraid to highlight these changes too. Make a sequel to your original story!</p><h2 id="how-to-build-a-brand-story">How to build a brand story</h2><p>So, where do you begin with this kind of detailed project? Liz Greer and Jazmyne Todd, suggest the following three steps: </p><div class="kg-card kg-callout-card kg-callout-card-pink"><div class="kg-callout-text"><i><b><strong class="italic" style="white-space: pre-wrap;">P.s. </strong></b></i><i><em class="italic" style="white-space: pre-wrap;">you can read their </em></i><a href="https://www.customermarketingalliance.com/how-to-build-your-brand-through-customer-storytelling/?_gl=1*1ybltu7*_up*MQ..*_ga*MTczMjY5MDgxNC4xNzI4NTUyMzQ5*_ga_ENBEF4TD6M*MTcyODU1MjM0OS4xLjAuMTcyODU1MjM0OS4wLjAuMA.."><u><i><em class="italic underline" style="white-space: pre-wrap;">full discussion here</em></i></u></a><i><em class="italic" style="white-space: pre-wrap;">. </em></i></div></div><h3 id="step-one-drive-internal-alignment">Step one: Drive internal alignment </h3><p>Begin with you! The first step in building a brand story according to Liz and Jazmyne is to understand your marketing priorities and drive alignment across teams to select the most strategic customer stories. Consider your overall marketing strategy, company narratives, and important marketing moments for the year. </p><p>They also urge to work with other teams for picking customer stories and have them nominate their own favourites.</p><h3 id="step-two-strategize-on-how-and-where-to-share-customers-stories">Step two: Strategize on how and where to share customers' stories</h3><p>The next step is to partner across your business to create a cohesive co-marketing journey across all of your content and channels. They suggest (if you haven’t got one already) forming a single marketing contact for the customer to ensure a unified approach and the best customer experience. </p><p>Develop the co-marketing journey and make sure to pinpoint the customer's goals and priorities to position your storytelling opportunities in a way that’ll excite and delight them.</p><h3 id="step-three-scale-and-promote-content-across-channels">Step three: Scale and promote content across channels </h3><p>Know where to show your stories! Provides platforms to share authentic stories through various means, such as filmed demos, executive interviews, and films. </p><p>Scale your story to reach your customers through multiple channels and formats. Make sure to develop internal communication strategies as wel as social media to expand the reach of the marketing story to new audiences.</p><p><em>Is this guide just not enough? Don’t worry, we’ve got you covered. This eBook explores the<strong> fundamentals of compelling product storytelling</strong> so you don’t miss a beat: </em></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/fundamentals-of-product-storytelling-ebook/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Exploring the fundamentals of compelling product storytelling</div><div class="kg-bookmark-description">Download your copy of ‘A long story short: Exploring the fundamentals of compelling product storytelling’, and tell a story your audience can’t ignore.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-62.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Ella Harrison</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/CMA_Storytelling_eBook_DocSend_--1-.png" alt="" onerror="this.style.display = 'none'"></div></a></figure><h2 id="examples-of-great-brand-storytelling">Examples of great brand storytelling</h2><p>We’ve already got a pretty <a href="https://www.customermarketingalliance.com/top-five-commercials-that-have-memorable-brand-storytelling/?_gl=1*1912mns*_up*MQ..*_ga*MTAxODU5NzU0My4xNzI4NTUyMzk4*_ga_ENBEF4TD6M*MTcyODU1MjM5Ny4xLjAuMTcyODU1MjM5Ny4wLjAuMA.."><u>comprehensive article</u></a> on five notable examples of brand storytelling, so we’ll try not to repeat ourselves too much. Here’s the article below: </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/top-five-commercials-that-have-memorable-brand-storytelling/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Top five commercials that have memorable brand storytelling</div><div class="kg-bookmark-description">Brand storytelling is important to connect with your customers. Advertising campaigns are most successful when they’re memorable (for the right reasons).</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-61.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/ramon-kagie-YXdQLn6ohbo-unsplash--1--1.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>But if you want a speedy overview of some of the examples, you’re in the right place! </p><p>First is the <strong>Always' "Like a Girl" campaign from 2014</strong>, which challenged the negative connotations of the phrase "like a girl." This campaign created an emotional connection with viewers and sparked social media engagement, aligning with the brand's values of empowering women and girls.</p><p>Next is <strong>Nike's "Find Your Greatness" campaign from 2012</strong>, which inspired everyday athletes to pursue their goals. It featured an overweight runner running at dawn. This simple story (made with no dialogue) not only directly challenged stereotypes on exercise, but also reinforced Nike's "Just do it" slogan and core values.</p><p>The third example is <strong>M&M's use of their red and yellow M&M's characters</strong>. These memorable mascots have been used in long-running campaigns, creating humorous scenarios to keep the brand in the public consciousness and allowing for versatile storytelling across various advertisements. </p><p>The use of bright colors and personalities makes the brand instantly identifiable by these fictional characters. </p><p>All of these campaigns effectively use storytelling to connect with their target audiences, reflect brand values, and create memorable, emotionally resonant content. </p><p><em>If you want to truly understand the science behind fantastic stories like the ones above, our <strong>Storytelling: Masters </strong>and its tutor, Eliot Raynar, are just what you’re looking for. </em></p><p><em>By the end of the course, you'll be able to:</em></p><ul><li><em>Construct an actionable storytelling framework.</em></li><li><em>Tailor your story like a pro.</em></li><li><em>Authentically connect with your customers through a story.</em></li><li><em>Communicate to your audience with confidence and passion</em></li><li><em>Use your purpose to ensure your story remains consistent.</em></li><li><em>Have an impactful change on your approach to story and success</em>.</li></ul><div class="kg-card kg-button-card kg-align-center"><a href="https://learn.customermarketingalliance.com/course/storytelling-certified-masters?_gl=1*15s35o9*_up*MQ..*_ga*MTQ1NjI0NDAwMi4xNzI4NTUyNDY3*_ga_ENBEF4TD6M*MTcyODU1MjQ2Ni4xLjAuMTcyODU1MjQ2Ni4wLjAuMA..&ref=customermarketingalliance.com" class="kg-btn kg-btn-accent">Become the Shakespeare of brand stories</a></div> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <p>Eve is a Junior Copywriter at Customer Marketing Alliance. She has been writing for as long as she can remember and enjoys creating content that helps others with their career goals.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/brand-storytelling/">Brand storytelling</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/revolutionizing-storytelling-through-remote-video-capture/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/Revolutionizing-storytelling-through-remote-video-capture.png" alt="Revolutionizing storytelling through remote video capture" /> </a> <div class="post-card-content"> <div class="post-visibility-paid" href="/signin">Members-only</div> <a class="post-card-content-link" href="/revolutionizing-storytelling-through-remote-video-capture/"> <header class="post-card-header"> <h2 class="post-card-title">Revolutionizing storytelling through remote video capture</h2> </header> <section class="post-card-excerpt"> <p>Revolutionizing storytelling through video is about more than just crafting compelling content—it’s about connection, authenticity, and relevance. In this article, discover practical tips on using video as a powerful storytelling tool....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">10 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/how-to-use-emotional-storytelling-in-marketing/"> <img class="post-card-image" src="/content/images/size/w800/2024/09/CMA_Website_Article_Images_Stock--1-.jpg" alt="How to use emotional storytelling in marketing" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/how-to-use-emotional-storytelling-in-marketing/"> <header class="post-card-header"> <h2 class="post-card-title">How to use emotional storytelling in marketing</h2> </header> <section class="post-card-excerpt"> <p>In today's society, emotional advertising has become increasingly popular and expected. 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To evoke those feelings, I advise balancing pathos with logos – the rational, logical side of your argument....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">8 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/customer-focused-brand/"> <img class="post-card-image" src="/content/images/size/w800/2024/09/CMA_Website_Article_Images_Doodles--2-.jpg" alt="How to build a customer-focused brand" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/customer-focused-brand/"> <header class="post-card-header"> <h2 class="post-card-title">How to build a customer-focused brand</h2> </header> <section class="post-card-excerpt"> <p>When businesses say they care about their customers, it can conjure up a plethora of clichés. “The customer is always right.” “Underpromise and overdeliver.” “Treat every customer like they're your only customer.” More often than not, business executives talk the talk but very rarely walk the walk....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">8 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.customermarketingalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" /> <span>Customer Marketing Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">The master guide to brand storytelling</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=The%20master%20guide%20to%20brand%20storytelling&url=https://www.customermarketingalliance.com/the-master-guide-to-brand-storytelling/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.customermarketingalliance.com/the-master-guide-to-brand-storytelling/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.customermarketingalliance.com/the-master-guide-to-brand-storytelling/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.customermarketingalliance.com/assets/img/sales/CMA%20FULL%20LOGO%20WHITE.svg?v=945d8828d2" /> </a> </div> <div class="site-footer-content-title"> Our mission is plain and simple. 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intervalId = null; } }); } else { console.error("Could not find #ghost-portal-root iframe, retrying..."); if (!intervalId) { intervalId = setInterval(callPortalIframe, 1000); } } } document.addEventListener("DOMContentLoaded", function() { console.log("DOM fully loaded"); let currentUrl = window.location.href; let link = document.querySelector('a[href="https://www.customermarketingalliance.com/#/portal/signup/"]'); if(link){ link.addEventListener('click', function(event) { console.log('Link was clicked!'); callPortalIframe(); }); } else { console.log('The link was not found on the page'); } if ( currentUrl === "https://www.customermarketingalliance.com/#/portal/signup/" || currentUrl === "https://www.customermarketingalliance.com/#/portal/account/plans/" ) { callPortalIframe(); console.log("You are on the signup page"); } else if ( currentUrl === "https://www.customermarketingalliance.com/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account-free/#/portal" || currentUrl === "https://www.customermarketingalliance.com/pro-plus-membership-dashboard/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account/#/portal" ) { callPortalIframe(); console.log("You are on the portal/viewplans page"); } else { console.log("You are not on the signup/plan page"); } // Start observing the target node for configured mutations const targetNodePortalRoot = document.getElementById("ghost-portal-root"); if (targetNodePortalRoot) { const config = { attributes: true, childList: true, subtree: true }; const poratalObserver = new MutationObserver(function() { callPortalIframe(); }); poratalObserver.observe(targetNodePortalRoot, config); } else { console.error("Could not find #ghost-portal-root element"); } }); })(); </script>  <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.js?v=945d8828d2" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.fitvids.js?v=945d8828d2" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/ghost-lunr.js?v=945d8828d2" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/search.js?v=945d8828d2" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/%20built/jquery.fitvids.js?v=945d8828d2"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); // window.inArticleAdList = [ // { // img: 'https://static.ghost.org/v3.0.0/images/publishing-options.png', // url: '/' // }, // { // img: 'https://static.ghost.org/v3.0.0/images/admin-settings.png', // url: '/' // } // ]; if (window.inArticleAdList && !window.inArticleAdListDisabled) { const getSelectPostContent = document.querySelector('.post-content'); const getSelectPostContentLength = parseInt(getSelectPostContent.children.length / 2); const getSelectPostContentItem = getSelectPostContent.children[getSelectPostContentLength]; const thisinPostAd = document.createElement('a'); thisinPostAd.classList.add('post-in-post-ad'); const getRandAdItem = inArticleAdList[Math.floor(Math.random() * inArticleAdList.length)]; thisinPostAd.style.backgroundImage = 'url(' + getRandAdItem.img + ')'; thisinPostAd.setAttribute('href', getRandAdItem.url); thisinPostAd.setAttribute('target', '_blank'); getSelectPostContentItem.parentNode.insertBefore(thisinPostAd, getSelectPostContentItem.nextSibling); } const getCertCta = document.querySelector('.get-cert-cta'); if (window.showGetCertCta && getCertCta) { getCertCta.style.display = 'block'; } </script> <script> window.intercomSettings = { app_id: "ihx5j8jg" }; </script> <script> (function(){var w=window;var ic=w.Intercom;if(typeof ic==="function"){ic('reattach_activator');ic('update',w.intercomSettings);}else{var d=document;var i=function(){i.c(arguments);};i.q=[];i.c=function(args){i.q.push(args);};w.Intercom=i;var l=function(){var s=d.createElement('script');s.type='text/javascript';s.async=true;s.src='https://widget.intercom.io/widget/ihx5j8jg';var x=d.getElementsByTagName('script')[0];x.parentNode.insertBefore(s,x);};if(w.attachEvent){w.attachEvent('onload',l);}else{w.addEventListener('load',l,false);}}})(); 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