A Typology of Storytelling Marketing: A Case Analysis

Abstract

This case analysis explores the types of storytelling marketing, an increasingly popular brand communication strategy. Three classification criteria emerged inductively: source (history of the brand itself’, consumer’s experiences, brand story creation’); media (advertising, word-of-mouth, branded content); and expression tool (product itself, characters, package). Examples illustrate each type’s unique features. The findings provide a conceptual framework for understanding storytelling marketing variants and their potential effectiveness. This typology offers insights for advertising and marketing scholars and practical guidance for branding professionals considering storytelling approaches.