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Mastering Brand Storytelling in a Fragmented World

image via Marketoonist

Your Audience Has Already Forgotten You

Let’s not sugarcoat it. Your story? The one you’ve worked so hard to craft? It’s already lost in the noise. Scrolled past, skipped, forgotten. And no, it’s not their fault. It’s yours.

You’re screaming into the digital abyss, hoping someone—anyone—will stop, listen, and care. But guess what? They won’t. Not unless you start doing things differently.

The Attention Apocalypse is Here

Gone are the days when your audience sat in front of a TV, waiting to be dazzled by your latest masterpiece. Now, they’re everywhere and nowhere at once, bouncing between TikTok, Reddit, Instagram, and whatever the hell BeReal is doing this week.

Each platform speaks a different language, has its own pace, its own culture. And your story? It’s like trying to perform Shakespeare at a rave.

It’s chaos out there. Every swipe is a chance for your story to be missed, misinterpreted, or worse, ignored entirely. Feeling overwhelmed yet? Good. You should be.

One Story, Infinite Forms

Here’s where most brands screw up: They either dilute their story into a million tiny pieces, or they shove the same stale message down everyone’s throat, platform after platform.

Neither works. The secret is simple but brutal: Tell one story, but let it adapt. Make it sing on every platform. Same core, different flavors. Like a song that works just as well on an acoustic guitar as it does with a full orchestra.

But here’s the thing: you can’t fake this. If your story doesn’t have a solid, human core, it won’t matter how many times you repackage it—it’ll fall flat every time.

The Unbreakable Power of Truth

Let’s get real for a second. The only thing holding your fragmented story together is truth. Human truth. The stuff that makes us laugh, cry, scream, and occasionally drunk-text our exes.

The best stories don’t just resonate—they sting. They hit on something universal, something raw. Fear, hope, joy, longing. If your story isn’t tapping into one of those, it’s not a story. It’s content. And content? Content is wallpaper in a world already drowning in it.

The Beauty of Messy Storytelling

Here’s the part no one wants to admit: storytelling today is messy. Your audience is going to take your story, rip it apart, remix it, and interpret it in ways you never intended. And that’s exactly what you want.

Because when they do that, they’re no longer passive consumers—they’re co-creators. They’re investing in your narrative, making it their own. And suddenly, your story isn’t just something they heard; it’s something they lived.

Forget Perfect. Be Real.

You’re not aiming for perfection. Perfection is boring. Polished campaigns with flawless scripts are easy to ignore. What you’re aiming for is real. Stories with grit. Stories with flaws. Stories that feel like they were made by actual humans who’ve felt actual things.

If your story isn’t a little rough around the edges, it’s not worth telling. People don’t want perfection—they want connection. They want to feel something real, even if it’s messy, even if it’s uncomfortable.

Be Brave, Be Honest

Here’s the deal: If your story doesn’t scare you a little, it’s not good enough. If you’re not lying awake at night thinking, “Is this too much? Are we pushing too far?” Would they love this idea? Then you’re playing it safe. And safe stories? They’re forgotten before the next scroll.

So take risks. Get uncomfortable. Be edgy. Tell the truth, even when it hurts. Because in a world that’s fragmented, distracted, and drowning in content, only the bold and the brave will be remembered.

The platforms will change. The algorithms will shift.

But the need for real, human storytelling? That’s forever. Stop worrying about where your audience is and start focusing on how to make them feel something—because that’s the only thing that sticks.

AI Wants to Make You Cry… But Can It?

Picture this: a bot walks into a bar, tries to write an emotional ad, and the bartender says, “Nice try, buddy.” That’s where we are with AI in advertising. Sure, it can churn out 500 headlines before you’ve finished your coffee, but let’s face it—it’s still got the emotional range of a toaster.

Take O2’s “Daisy” campaign. It’s an AI scam-busting superhero that talks like your sweet old granny. Clever? Yes. Emotional? Maybe. But does it really move you? That’s where the rubber meets the road.

AI: The Shiny New Toy Everyone’s Fighting Over

Let’s get one thing straight: AI is everywhere. It’s optimizing your ad placements, writing your copy, and probably deciding what color your brand’s logo should be by the time you finish this paragraph. Tools like DALL·E and ChatGPT are the industry’s new darlings, cranking out visuals and taglines faster than you can say “focus group.”

And then there’s Daisy, O2’s AI-powered fraud fighter. She’s not selling you soda or sneakers—she’s wasting the time of scammers who prey on the elderly. It’s a genius concept: while Daisy chats about knitting and her cat, the scammers are tied up, unable to swindle real people. Brilliant, right? But here’s the twist: the genius lies not in the AI’s tech but in the human-designed persona that makes Daisy believable. Daisy’s personality sounds like someone your grandma would adore, so it became a media darling, showcasing AI’s potential for good while making us chuckle at its charm.

Where AI Falls Flat: The Emotional Void

Let’s be real. AI can write an ad, but can it write one that gives you goosebumps? The kind of ad that makes you tear up during the Super Bowl? Not yet. Because great advertising isn’t just about the right words or images—it’s about human truth. And truth isn’t in the data; it’s in the messy, unpredictable emotions that come with being alive.

Think about the “Real Beauty” campaign by Dove or Nike’s “You Can’t Stop Us”.

Those weren’t just ads; they were cultural moments. AI could’ve written the slogans, sure, but it couldn’t have captured the cultural pulse that made them iconic.

According to the Marketing AI Institute, 98% of marketers now use AI in their campaigns, but the fact remains that AI lacks true emotional understanding and the ability to navigate complex human interactions. That’s the gap, folks. AI can crunch numbers and spit out copy, correct tex, but it can’t replicate the lived experiences that resonate on a gut level.

Where AI Shines: Efficiency, Precision, and Scale

Let’s not throw the robot out with the bathwater. AI is a beast when it comes to:

  • Speed: Need 50 versions of a headline? Done.
  • Personalization: Hyper-targeted ads based on your Spotify playlist? No problem.
  • Optimization: Real-time tweaking based on performance data? AI’s got it covered.

The Future: Man and Machine, Not Man vs. Machine

Here’s the truth: the future of advertising isn’t about choosing between humans and AI. It’s about finding the sweet spot where both shine. Think of AI as your trusty sidekick—it’s Batman’s Alfred, not Batman. It can handle the grunt work, leaving creatives to do what they do best: tell stories that stick.

Coca-Cola’s “Masterpiece” campaign used AI to animate iconic artworks, but the emotional hook—the journey of the Coke bottle—was 100% human storytelling. Without that heart, the ad would’ve been just another flashy animation.

A Word of Caution: Don’t Get Lazy

Here’s the danger: as AI gets better, the temptation will be to let it do everything. But great ads don’t come from a machine—they come from sleepless nights, terrible coffee, and people arguing in conference rooms about what will make someone laugh, cry, or think.: Don’t let the machine do your job for you. Let it do the heavy lifting so you can focus on what matters—creating something real, something human.

Oh well, why bother, why work harder? Let’s just celebrate the meaning of Christmas with some very fake AI advert that sucks from humanity all the Christmas joy.

Ad Fatigue and the Death of Attention: Are We Reaching Peak Advertising?

You’re Ignoring Them Too, Aren’t You?

Stop for a second. How many ads have you scrolled past today? Be honest. You’ve seen them—they’re everywhere—but you can’t recall a single one. Welcome to the era of ad fatigue, where your brain filters out ads faster than you can swipe. And here’s the industry’s dirty little secret: they know it’s happening, but they keep pushing more.

The Noise Problem

We live in a constant, inescapable stream of advertising. From the time you unlock your phone to when you close your laptop, you’re hit with an average of 5,000 ads a day. It’s no longer just about competition between brands; it’s about surviving the sheer avalanche of content.

Think about the last time an ad made you feel something. It’s rare, right? Because we’re not just avoiding ads—we’re actively tuning them out. And as our attention spans shrink, ads are losing their grip.

The Industry’s Obsession with More

Here’s the paradox: advertisers see declining attention as a reason to shout louder. Platforms push for more impressions, more placements, and more interruptions, promising brands they’ll “win the attention game.” Spoiler alert: they’re not winning.

Take YouTube’s unskippable ads. You’ve been there, forced to sit through 15 seconds of something irrelevant before getting to your content. Or the creepy retargeting ads for the shoes you looked at once but never bought. These tactics aren’t clever—they’re desperate.

And yet, the ad spend keeps climbing. Why? Because metrics have replaced meaning. Impressions, clicks, and views—these are the new gods of advertising, even if they don’t translate to actual engagement.

The Death of Attention

Ad fatigue is creating a monumental shift: attention is dying, and trust in advertising is plummeting. According to surveys, only 12% of older consumers trust online ads, and even fewer act on them. When your audience is mentally exhausted, they stop engaging altogether.

Case in Point: Even the almighty Super Bowl ads are losing their edge. Once considered the pinnacle of advertising, many now fall flat amidst the clutter. Millions of dollars are spent for a few seconds of airtime, and yet, few campaigns leave a lasting impression.

This isn’t just a problem for brands—it’s a crisis for the entire industry.

Rethinking the Game: Less Noise, More Meaning

The solution isn’t complicated. It’s not about bombarding people with more ads; it’s about earning their attention. Here’s what the smartest brands are doing differently:

  • Storytelling over Selling:
    Companies like Nike understand that people don’t want ads—they want stories. Their campaigns don’t just promote products; they build narratives that resonate on a personal level.
  • Minimalism in Messaging:
    Look at Apple. Their ads are simple, striking, and memorable. They don’t try to do too much—they just leave you with one powerful image or message.
  • Personalization Without Creepiness:
    Brands like Patagonia focus on targeted content that aligns with their audience’s values. Instead of bombarding you with generic ads, they create meaningful connections.

It’s time to face the truth

Audiences don’t owe Advertisers their attention. You have to earn it by respecting their time and delivering something of value. The future of advertising isn’t about being louder or more aggressive—it’s about being smarter, more creative, and more human.

The Future of Ads: Quality Over Quantity

Imagine a world where ads weren’t interruptions, but experiences. Where instead of skipping them, people sought them out. The brands that will thrive are those willing to break the cycle of mediocrity and redefine what advertising can be. Those who emphasize on quality might be the winners.

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Imagine this: A woman in her late 60s, a retired teacher, is scrolling through her favourite news app. She sees ads for anti-ageing creams, cruise holidays, and mobility aids. Each one screams a single, monotonous message: “You’re old, and this is all you need.” She closes the app, feeling unseen for who she truly is—a vibrant, tech-savvy individual with a lifetime of experiences, passions, and untapped potential.

Or think of a young man with a disability, bombarded by charity ads that portray people like him as objects of pity rather than participants in everyday life. He uses cutting-edge tech, travels the world, and runs his own business, but in the advertising world, he’s invisible unless he’s a symbol of “inspiration.”

These are just two of the millions of consumers who fall outside advertising’s narrow spotlight. It’s not just an oversight—it’s a cultural blind spot with massive consequences.

Who Are the Invisible Consumers?

Advertising tells us who matters. But who does it leave out?

1. Older Adults: The Forgotten Spenders

Older adults hold more wealth than any other demographic, yet their ad representation is abysmal. When they do appear, they’re either portrayed as frail and dependent or as unrealistically youthful, dancing through retirement as if ageing were a myth.

But older adults today are running marathons, launching startups, and embracing technology at record rates. Why does advertising refuse to reflect this reality? Ignoring them perpetuates ageism and sends a clear message: “You’re not relevant unless you look or act young.”

2. People with Disabilities: Stereotyped or Silent

Over a billion people worldwide live with some form of disability. They represent a diverse, dynamic consumer base, yet they’re either absent from ads or pigeonholed into narrow roles—the brave hero overcoming adversity or the charity case seeking pity.

Brands often miss the mark entirely, failing to normalize disability as an everyday part of life. Imagine seeing an ad where a person with a disability is simply buying groceries or going to a concert, without their disability being the focus. That’s the kind of representation that’s still shockingly rare.

3. Low-Income Communities: Erased or Exploited

Advertising largely ignores low-income consumers, except when pushing payday loans, fast food, or discount retailers. The underlying narrative? These individuals aren’t aspirational enough for mainstream brands.

This not only alienates a significant portion of the population but also perpetuates harmful stereotypes. Low-income consumers are as diverse and aspirational as anyone else—they want access to quality products and services that respect their dignity, not exploit their circumstances.

The Cost of Ignoring Diversity

The exclusion of these groups isn’t just morally wrong—it’s economically foolish. Together, these “invisible consumers” represent billions in untapped purchasing power. By ignoring them, brands leave money on the table and risk alienating a significant portion of their potential audience.

But the real cost is cultural. Advertising doesn’t just reflect society; it shapes it. When entire groups are erased or misrepresented, it reinforces harmful biases and perpetuates inequality. Ageism, ableism, and classism become ingrained in the cultural fabric, shaping how we view ourselves and others.

Real-World Failures and Successes

Failure: A notable example is the 2018 ad campaign titled “Dear Young People, Don’t Vote,” sponsored by the Washington, D.C.-based nonprofit Acronym. This advertisement depicted older individuals as selfish, uncaring, and out-of-touch, suggesting they were responsible for ruining the future due to their lack of concern for younger generations. While the campaign aimed to encourage young people to vote, its portrayal of older adults was divisive and derogatory, reinforcing negative stereotypes about aging.

Success: On the flip side, Tommy Hilfiger’s adaptive clothing line is a masterclass in inclusion. Designed for people with disabilities, it’s marketed without fanfare, simply showing real people living their lives. It’s a powerful reminder that inclusivity doesn’t need to be performative—it can be seamless and authentic.

How Advertising Shapes Our Worldview

Advertising influences how we see ourselves and each other. When certain groups are constantly stereotyped—or worse, invisible—it impacts their self-perception and how society treats them.

For older adults, this means feeling pressured to fight aging rather than embracing it. For people with disabilities, it means being seen as exceptional only when they fit an “inspirational” mold. For low-income communities, it means internalizing the idea that they don’t deserve quality or aspirational products.

Breaking the Cycle: What Needs to Change

  1. Authentic Representation
    Ads must reflect the full spectrum of human experience. Older adults, people with disabilities, and low-income individuals need to be shown not as outliers or exceptions but as everyday consumers with diverse interests and lifestyles.
  2. Inclusive Storytelling
    Move beyond tokenism. Show older adults as tech innovators, people with disabilities as fashion-forward consumers, and low-income individuals as empowered decision-makers. Normalize diversity without making it the story.
  3. Community Collaboration
    Work directly with underrepresented groups to ensure authenticity. Co-create campaigns that resonate with their lived experiences rather than relying on outdated stereotypes.
  4. Data-Driven Inclusion
    Brands need to stop underestimating these audiences. Leverage data to understand their behaviors and preferences, recognizing them as valuable consumers, not fringe markets.
  5. Accountability and Metrics
    Just as diversity is measured in workplaces, it should be tracked in advertising. Brands should set goals for inclusive representation and hold themselves accountable for meeting them.

Imagine a world where advertising reflects all of us

A world where older adults see themselves as vibrant contributors, people with disabilities are shown in every aspect of life, and low-income communities are respected and celebrated. This isn’t just a dream; it’s a necessity in the current world we all living

The invisible consumer deserves to be seen. They deserve to be valued. And it’s time for the advertising industry to step up.

In 1928, Edward Bernays argued that shaping public opinion was not only inevitable but essential in a democratic society. His groundbreaking work, Propaganda, laid the foundation for modern public relations, casting persuasion as a neutral tool.

Fast forward to 2019, and Shoshana Zuboff’s The Age of Surveillance Capitalism paints a far darker picture: a world where personal data is weaponized, and human behavior is engineered for profit. Together, their perspectives offer a powerful lens through which to examine today’s Propaganda 2.0—a digital phenomenon that manipulates minds invisibly, blurring the line between persuasion and control.

The Dual Nature of Propaganda

Bernays saw propaganda as a means of organizing public opinion in an increasingly complex world. “The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society,” he wrote. For him, propaganda could rally a nation during wartime, promote public health initiatives, or drive social change.

But even Bernays acknowledged the potential for abuse. Today’s digital propaganda takes his vision to an extreme. Unlike the overt messaging of his era, Propaganda 2.0 operates stealthily. Algorithms track every click, every pause, every scroll, tailoring messages to exploit our emotional triggers. This isn’t just persuasion—it’s manipulation, designed to bypass rational thought and tap directly into our subconscious.

The Surveillance Machine

Here, Zuboff’s critique comes into sharp focus. Surveillance capitalism, as she describes it, turns human experience into raw material for behavioral prediction and modification. The personal data harvested by tech giants fuels micro-targeted ads that don’t just persuade—they shape behavior in real-time, often without the user’s awareness.

Take the Cambridge Analytica scandal, where data from millions of Facebook users was weaponized to influence political outcomes. These “dark ads” exploited psychological vulnerabilities, crafting personalized messages that nudged voters toward specific candidates or policies. The result was a seismic shift in political landscapes, achieved through invisible, unaccountable means.

“This is not just about marketing,” Zuboff warns. “It’s about power—the power to shape human behavior at scale.”

The Ethical Quagmire of Corporate Activism

It’s not just political campaigns leveraging these tactics. Brands, too, have embraced Propaganda 2.0, often under the guise of social responsibility. Following the Black Lives Matter protests in 2020, corporations flooded social media with messages of solidarity. Yet behind closed doors, some of these same companies were funding political actions or policies that contradicted their public stances.

This performative activism raises a critical question: Are brands genuinely committed to the causes they champion, or are they simply exploiting societal issues to build consumer loyalty? Bernays might argue that such campaigns can unify and inspire, but Zuboff would likely see them as another layer of manipulation, reinforcing surveillance capitalism’s grip on society.

The Feedback Loop of Polarization

One of the most insidious effects of Propaganda 2.0 is its role in deepening societal divisions. Algorithms prioritize content that maximizes engagement, which often means amplifying the most emotionally charged and polarizing messages. Over time, this creates echo chambers where individuals are exposed only to information that reinforces their existing beliefs, further entrenching political and cultural divides.

Consider the events surrounding the 2020 U.S. presidential election. In the months leading up to the vote, false narratives about election fraud spread rapidly on social media, fueled by targeted misinformation campaigns. These messages weren’t random—they were designed to sow doubt about the integrity of the election and erode trust in democratic institutions. The result was a deeply divided electorate and, ultimately, the storming of the U.S. Capitol on January 6, 2021.

Bernays and Zuboff offer complementary solutions to this crisis

Bernays would advocate for professional codes of ethics, urging advertisers and political strategists to use their tools responsibly. He believed in the power of persuasion to educate and unite, provided it was wielded with integrity.

Zuboff, on the other hand, demands systemic reform. She calls for stricter regulations on data collection and use, greater transparency from tech platforms, and robust public education to equip individuals with the critical thinking skills needed to resist manipulation. “We must fight for a future where the digital world serves humanity, not the other way around,” she insists.

The stakes in this fight couldn’t be higher

In an era where information is both ubiquitous and weaponized, the battle for public opinion is a battle for democracy itself. Propaganda 2.0 offers unparalleled power to influence—but with that power comes a profound responsibility. By combining Bernays’ emphasis on ethical persuasion with Zuboff’s call for systemic accountability, we can envision a future where advertising and political messaging inform and inspire without undermining autonomy. The health of our democracy depends on it.

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