Three reasons why your corporate storytelling just won’t work any more

Love the matching outfits but I still don’t believe you Delta.
  • It is beautifully produced
  • It is emotional
  • It features real people and real stories
  • It connects the company to values and social good
  • It even takes a stand on social issues (showing moments from a Gay Pride parade and the mention of “dreamers,” for example).




1) Corporate storytelling is not believable

2) Corporate storytelling isn’t native

3) If it’s not local, it’s suspicious


So, what DOES work?

  • User-generated content
  • Employee-generated content (NOT necessarily advocacy programs)
  • Reviews
  • Influencers
  • Experts and authorities



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Mark Schaefer

Mark Schaefer

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.