Storytelling on The Brand Journalism Advantage

Yes, your brand has a story. I know this because, if an air freshener and a clothing company can produce touching and compelling stories, then I’m quite confident that your company can too.

What's Your Story on The Brand Journalism AdvantageYou may not know what your brand’s story is or how best to tell it. But that doesn’t mean there aren’t stories just waiting to emerge and be shared.

Think about this. Five years ago, you probably wouldn’t have expected to see an air freshener company circulate a story that could quite possibly bring a tear to your eyes.

Today, that’s exactly what is happening. That’s because storytelling is the best way to market your brand.

This month, Air Wick and Patagonia both released two mini-documentary-style stories on YouTube that are not only appealing but also interesting. In the case of the Air Wick video, it is emotionally compelling enough to tug at your heart strings.

Both companies use Brand Journalism–a storytelling style–to share information about their products and their impact on people’s lives.

Air Wick brings out the emotion with a story about a military family that hasn’t seen their husband/dad in a year. The story features the tight-knit family, showcasing how they live and function without dad. Meanwhile, mom and kids are looking for ways to make dad feel at home while overseas. They send him Air Wick’s fragrant candles that smell like home to remind him of good family times.

Just watch for yourself to see what a story that’s under five minutes can do to help you understand a product that most of us give little thought about.

Notice how the story positions the expert from Air Wick in the story about two minutes into the video to help explain the power of scent.

This expert interview doesn’t sound like a sales pitch. Instead, it’s more like a news story or documentary. After you hear from the expert, it makes you think…”hmm…I never knew a scent can do that much.”

If you’re a business owner, the next thought should be: “Wow! How can my company tell stories that relate to people and help them understand how our products/services impact their lives.”

The Patagonia story is a benefits-style story that shows you the quality of the clothing and helps you understand the company’s commitment to only the best materials.

Patagonia’s YouTube Channel has more than 35,000 subscribers and its viewers know that they’ll be taken all over the world by the brand. They’ll see exciting stories, top sporting events, and awesome clothes. But in this most recent story, the company unveils the threads that bind and make this brand so desirable: why organic cotton is important, the challenge to go organic, and how it helps those who wear Patagonia and the environment. Watch for yourself and see why this story matters to the Patagonia brand.

The bottom line: if you listen to my Podcast, The Brand Journalism Advantage, then you hear me say it in every episode: Think Like A Journalist. That’s what these companies have in common. They used journalistic storytelling to reach the targeted audiences that matter to their brands.

Is it working? After watching… you decide. Would you rather see stories like this or go back to the days of quick jingles and ads that provide little information or value?

I learned something in both stories and I was entertained…this is why brand journalism works. Kudos, Air Wick and Patagonia!


Phoebe Chongchua is a multimedia Brand Journalist who teaches: Think Like A Journalist, To Increase Your Bottom Line. She is also the Host of The Brand Journalism Advantage Podcast which features interviews with thought leaders from around the globe on marketing, brand journalism, and entrepreneurship. After 15 years in TV News as an Anchor/Reporter, Phoebe founded PCIN.TV. The Internet TV Station airs video stories from her online publications: Live Fit Magazine and The Plant-Based Diet as well as curates content from other sources. As a brand storyteller, Phoebe produces  business videos, articles, and photos to engage consumers and create brand evangelists.  Learn more:

 Contact Phoebe to get started on your Brand Strategy.

Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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