Tag Archives: branding

by | Monday, December 29, 2025 · 5:06 pm

Storytelling Is the New Marketing Superpower

Marketing jobs used to come with neat labels like copywriter, social media manager, and brand strategist. Now, companies are hiring something that sounds both ancient and futuristic – storytellers. And no, this isn’t about sitting around a campfire and yes, this is something many students are probably already doing.

Across industries, brands are racing to control their narratives. LinkedIn data shows job postings mentioning “storyteller” have doubled in just a year, spanning tech, finance, media, and entertainment. Why? Because content is everywhere, attention is scarce, and brands need people who can turn ideas, data, and culture into stories audiences actually care about.

Look at Sony Pictures. Their marketing campaigns often begin with a simple question, “What if?” That mindset led to a collaboration between Megan Thee Stallion and the character Venom. It was an idea rooted not in demographics, but in cultural fluency and genuine fandom. The result was more than a promotion; it was a moment people wanted to share. That’s storytelling as branding.

At the same time, AI is changing how marketing content is produced. Algorithms can generate headlines, images, and variations instantly. They can’t, however, decide which story matters. That’s where new hybrid roles like creative strategists come in. These marketers blend analytical thinking with narrative instinct, using AI to test ideas while relying on human insight to spot cultural signals and emotional resonance.

For students – whether or not marketing is your future – the takeaway is powerful. Storytelling isn’t a soft skill. It’s a career skill. It shows up in brand strategy, content marketing, leadership, and even how you pitch your own ideas. In a noisy world, the ability to make meaning is what cuts through.

Discussion Questions and Activities

  1. Why do you think companies are rebranding marketing roles as storyteller positions?
  2. Can storytelling be measured, or is it purely creative?
  3. How does cultural fluency affect brand credibility?
  4. What can AI do well in marketing and where does it fall short?
  5. Is storytelling more important today than it was 10 years ago? Why or why not?
  6. Career Scan. Analyze three marketing job postings and identify the storytelling skills they require.
  7. “What If?” Workshop. In groups, create a bold campaign idea starting with “What if…?”
  8. Story Audit. Evaluate a recent brand campaign and map the story it’s trying to tell.

Sources: Deighton, Katie (12 Dec 2025), Companies Are Desperately Seeking ‘Storytellers’, Wall Street Journal; Fisher, Jennifer D., Sony Executive Perspectives in The Wall Street Journal, Deloitte Services LP; D’Alterio, Darren, (22 Oct 2025), 5 New Marketing Jobs Created by AI Automation, Ad Age.

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by | Monday, October 20, 2025 · 7:10 am

Taco Bell Seeks Cultural Rebels

If you want a real-world example of marketing strategy in action, look no further than Taco Bell. The brand is on a mission to triple its international store count in five years, and it’s doubling down on what its CEO calls the “magic formula.” That formula blends four key elements: a buzzy brand and culture, strong value offerings, digital dominance, and constant innovation. In the U.S., this approach has fueled growth through bold campaigns, celebrity partnerships, and limited-time menu drops that keep fans talking. Add value-driven options like the $5, $7, and $9 Luxe Boxes, and you have a strategy that resonates with price-conscious but experience-hungry consumers.

But here’s the challenge: what works in the U.S. doesn’t always translate globally. Taco Bell’s brand thrives on being playful, rebellious, and culturally relevant which is perfect for cultural rebels, those consumers who reject the ordinary and crave something bold. The question is how to keep that spirit alive in markets like India, Spain, or the Philippines, where taste preferences, price sensitivity, and cultural norms differ. This is where “glocalization” comes in: maintaining the brand’s core identity while adapting menus, pricing, and marketing to local tastes. It’s not just about selling tacos but importantly, it’s about creating a movement that feels authentic everywhere.

For marketers, Taco Bell’s brand strategy showcases its commitment to the values of its core customers. After failing in Mexico, time will tell if the quick service restaurant’s planned global expansion will be able to balance brand consistency with cultural flexibility.

Discussion Questions and Activities

  1. Who are the “cultural rebels” on our campus? Describe their tastes, media habits, and why a brand like Taco Bell resonates with them. What signals would you track in social data to find more of them?
  2. Who are cultural rebels, and why does Taco Bell appeal to them?
  3. Which brand elements should stay consistent globally, and which should adapt?
  4. Will the $5/$7/$9 value tiers work in other countries? Why or why not?
  5. How can Taco Bell keep innovation exciting without overwhelming customers?
  6. What three metrics best measure global brand buzz and success?
  7. Glocal Menu Challenge: Redesign a Taco Bell Luxe Box for a specific country. Include price, cultural twist, and a short launch pitch.
  8. Digital Journey Map: Create an app-to-store path for a value offer, including KPIs and one A/B test idea.
  9. Social Buzz Audit: Compare Taco Bell’s social content to a local Quick Service Restaurant (QSR). Recommend three posts for cultural rebels in that market.

Sources:

Canham-Clyne, Aneurin (22 Sep 2025) Taco Bell promotes execs focused on branding, technology, Restaurant Dive. Haddon, Heather (4 Sep 2025) How Taco Bell’s CEO is Keeping Gen Z Obsessed, Wall Street Journal.

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by | Thursday, October 9, 2025 · 1:23 pm

Too Much Taylor? Brands in Their Showgirl Era

Whether or not you’re a Swiftie, one thing’s undeniable: Taylor Swift is a marketing phenomenon. Her latest ventures, from The Life of a Showgirl film to her engagement with NFL star Travis Kelce, have created a tidal wave of brand activity that’s fascinating to watch from a marketing perspective.

First came the engagement. Within hours, companies from Shake Shack to DoorDash to Cheesecake Factory posted Swift-inspired content, discounts, and memes. It’s the golden rule of brand marketing today: if Swift sneezes, someone’s brand will find a way to market the tissue. When Swift released her new concert film, brands like Reese’s, KFC, and American Eagle scrambled to grab ad space in theater pre-shows. Others, from cupcake companies to donut chains, launched limited-edition “Showgirl” products, proving that Swift doesn’t just create music, she creates marketing moments.

But this raises an important question. When does it all become too much? As University of Michigan professor Marcus Collins warns, the line between celebration and saturation is thin. Brands that rush to join every pop culture wave risk becoming background noise instead of standing out.

The best marketers know that relevance beats reaction speed. Swift’s brilliance lies in authenticity. Every era, lyric, and partnership aligns with her brand identity. The challenge for marketers? Learning when to join the cultural conversation and when to leave the stage.

Discussion Questions and Activities

  1. What makes Taylor Swift’s brand so powerful that other brands run to associate with it?
  2. When does brand participation in pop culture cross into overexposure?
  3. How can a brand maintain authenticity when jumping on viral trends? Should brands avoid celebrity moments altogether?
  4. Swift Strategy Audit. Search for Swift-related marketing – which brand felt most genuine and why? Then analyze one brand’s Swift-related campaign. Was it relevant, authentic, or opportunistic?
  5. Create Your Own “Era”. In small groups, design a short campaign connecting a brand to a major pop culture event. Make it authentic.
  6. Trend Timeline. Track how fast brands responded to the Swift-Kelce engagement on social media. Discuss what that says about modern marketing speed and risk.

Sources: Pasquarelli, Adrienne (3 Oct 2025), Taylor Swift’s latest movie has brands scrambling for ad space, AdAge. Treisman, Rachel (27 Aug 2025), Brands are loving Taylor Swift’s engagement. Do they need to calm down?, NPR.

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