Brand Stories Can Inspire Social Change

This piece was originally published in Branding Strategy Insider.

No matter what anyone tells you, stories can change the world. But it often takes courage and guts to make real stories that can jumpstart a real social change.

Stories are powerful catalysts in the world. This is why stories shouldn’t be a game of illusion; they are way too powerful to do just that. It’s not about brands seeming real or authentic by saying the right things that tap into the zeitgeist. Harnessing the true power of culture in commerce is not about putting on a veil of corporate interest that better mimics the cultural surroundings of the now.

At their best, brand stories should inspire people to be better versions of themselves, motivate them to achieve the goals they wouldn’t even dare to take on individually and create and cultivate the collective consciousness that makes a cultural change possible. Brands that are not afraid to take the step (such as Nike) will be rightfully celebrated for decades to come.

If you are a brand owner, you must stay true to your brand heritage and the core essence of the brand while projecting a sense of relevance within the cultural fabric of society. That’s where true cultural relevance comes from. It’s not about seeming relevant by gaining better camouflage of social approval, such as…