John BohanCEO, Socialtyze - I find where AI can create the most value, then build custom systems your team owns—saving time, improving output, and moving faster.

Become A Character In A Story

16 Jan 2024 · 1 min

Watch on YouTube

0:44

In this segment of the YouTube video "Become A Character In A Story," the speaker explores what makes brand storytelling feel authentic rather than forced. He asks listeners to name a brand that excels at this, then highlights a recent Chipotle campaign where a friend group starts a competition, and the winner gets free Chipotle food. The story is simple and centers on the characters, while Chipotle’s role is subtly embedded—there’s no overt pitch about the brand’s origins or product features. The speaker points out that the narrative only works because viewers already assume Chipotle is a good brand, illustrating how effective storytelling can rely on implicit brand trust rather than explicit promotion.

Chapters

Do you have a favorite brand that you think does that really well where they're able to tell great stories but weave their brands into it without being too forced? Chipotle has like a video they recently did, first one to meet me at Chipotle gets free food from me or something. Yeah. And like it's such a simple story, right? It's just like a friend group who like starts a competition and someone's gonna win. That's the whole story, right? And what's cool is that like the brand Chipotle plays a role in that story, but it's not like, you know, the story of Chipotle's creation or some, like, super forced message about how Chipotle is such an amazing product all the time. Why would they be motivated if Chipotle wasn't good? They don't have to say it's good, it's just the story doesn't even make sense unless it's presumed that Chipotle is good.