Water Cooler Talk

Brand Storytelling, Showmanship, and Salesmanship

The overuse and misunderstanding of "brand storytelling" in marketing. It emphasizes the importance of conflict in storytelling, differentiating between showmanship (long-term brand-building) and salesmanship (short-term direct response). The article suggests a balanced approach, citing the "60:40 rule" for spending on brand-building and performance marketing.

Jenn Day
Jul 24, 2024

Read the marketoonist article here.

Here is a brief summary:

  • Brand storytelling often misunderstood and overused.
  • Key element: Conflict drives a story and engages the audience.
  • Distinction between showmanship (long-term) and salesmanship (short-term).
  • Recommended 60:40 spending split between brand-building and performance marketing.
  • Caution against combining brand-building and sales tactics simultaneously.
Water Cooler Talk

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