Your Brand Called. It Wants a Story.

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Your Brand Called. It Wants a Story. A Distributor Channel
Marketing Moment

By Desiree Grace

Remember Aesop’s Fables? Perhaps you recall the story of the Tortoise and the Hare. These short tales deliver powerful lessons in a fun, memorable way. That’s the heart of content creation.

When you tell a story about your brand or product in a fun and engaging way, you bring it to life. Video, music, and visuals can enhance the experience, tapping into your audience’s five senses and imagination. This not only improves brand recall when customers need your product or service, but also builds positive emotional connections.

Content creation is a team player. Much like the lion in Aesop’s fable needed a friend to pull a thorn from his paw, your content creators support your overall marketing strategy. They work alongside your advertising and your copywriting—but content creation is not the same thing as copywriting.

Examples of content creation include podcasts, blogs, newsletters, Instagram videos, and even ads that tell a story or express a point of view. Take Aldi, for example. In January, when the U.S. Food and Drug Administration banned red dye #3, Aldi popped up with a clever ad: “One of these ditched synthetic dyes back in 2015, and no one had to tell us to.” The fine print revealed the hero of this short story...Aldi.

Or consider one of my personal favorites: the BMW short films. They’re over a decade old, but still effective. Doubt me? Search for The Hire, directed by Guy Ritchie and “starring” his then-wife, Madonna. Who knew she could make fun of herself? But the true star is the BMW car with its speed, precision, and attitude. It’s a story you must see to believe.

Struggling to differentiate your brand? Tell your customers a story where your brand is the hero. Thanks to the tortoise, we all remember that slow and steady wins the race. Imagine what you can do if Aesop can make a hero out of a humble tortoise, especially against a flashier hare.

From discount grocers to luxury sports cars, every brand has a story to tell and an audience ready to listen. If you’re struggling to write yours, call River Heights Consulting. We’ll help craft a compelling saga that puts your brand center stage.

And if you’re curious about our own story, here’s the short version: Frank Hurtte started River Heights Consulting with a mission to cut through corporate jargon and politics to deliver real solutions to real problems. He’s built a loyal following along the way. Today, River Heights Consulting brings solid Midwestern values, straight talk, and more than 70 years of combined experience to help clients achieve their business goals. Don’t just take our word for it; explore hundreds of free articles on The Distributor Channel blog.


About the Author

Desiree Grace is a sales and marketing executive who believes great stories sell products and build empires. She writes Marketing Moments for River Heights Consulting, blending wit, strategy, and real-world examples to help brands stand out.

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