How to go from storytelling to fact telling and still sell products, ideas and hope

Abstract

We exist now in what can sometimes feel like an alternative universe, where fake news headlines go viral, algorithmic bias targets us with content that is popular and engaging but not necessarily trustworthy, chatbots are powered by artificial intelligence and deepfake video technology runs amok. The global rise of misinformation and the decline of consumer trust in both government and media have coincided with technological advances and tarnished demand for brand strategists’ old tricks. One of these is storytelling. Now, if you are a brand that is being even a little disingenuous with your communications today, then to some you may as well be a bald-faced liar. Instead, regardless of the industry, whether B2B or consumer, brands today should be in the business of fact telling. At stake are a business’ reputation, customer loyalty and the bottom line. Furthermore, it is up to us to help ensure that the information environment does not deteriorate further on our watch. The most exciting thing a brand can do today is to be audaciously authentic. But have we forgotten how to be? Moreover, can we tell the truth and still get consumers to add our products to their shopping carts, become brand advocates and loyalists and even learn to trust again? Within, we outline a framework for brands to meaningfully differentiate with truth telling.