Cover art for How does storytelling help a brand on social media? | Marc Gutman (4 of 5)
Season 2, Episode 25··21:50

How does storytelling help a brand on social media? | Marc Gutman (4 of 5)

Marc Gutman explains why 90% of brands fail on social media by only talking about themselves. Drawing on Patagonia, Nike, and the Edelman Trust Barometer, he reveals how brands can use storytelling to enlist customers into a shared community and worldview — not just build an audience.

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Show Notes

In This Episode

Marc Gutman returns to discuss how storytelling transforms a brand's social media presence. He argues that the real conversation is happening on social — not on TV or websites — and brands that only talk about themselves become a bore. Marc draws parallels between brands and people: if all you do is self-promote without being vulnerable, sharing value, or showing what you stand for, people tune out. He highlights how Patagonia enrolls customers into a larger mission and how Nike planted their flag with Colin Kaepernick, referencing the 2021 Edelman Trust Barometer showing that people trust businesses more than government or nonprofits. His key distinction: build a community, not just an audience.

Key Takeaways

  • 90% of brands make the mistake of only talking about themselves on social — listing features, announcing conferences, and treating it like a bulletin board instead of telling meaningful stories
  • Brands should behave like people — be vulnerable, offer value, and create emotional safety rather than just self-promoting
  • The goal is to build a community, not just an audience — enlist customers into your story and enroll them in your worldview, as Patagonia does with its environmental mission
  • Ask yourself what value you can provide to customers that has nothing to do with your products — that design-thinking approach will put you ahead of nearly all your competitors

About Marc Gutman

Marc Gutman is the Chief Strategist at Wild Story, a brand strategy and design studio near Boulder, Colorado, focused on arts and outdoor recreational clients. Marc is on a mission to help the world one brand at a time.

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