As a brand storytelling keynote speaker, I had the privilege of delivering a keynote speech at DigitalK, one of Eastern Europe’s most influential startup, digital and technology conferences. It was my first time in Bulgaria, my first time on the DigitalK stage, and the perfect opportunity to share one of my favorite topics: The New Rules of Brand Storytelling.

Why storytelling? Because it works. Humans have been telling stories since the beginning of time – and for good reason. Stories are 22 times more memorable than facts and figures alone. Neuroscience even shows that when we listen to a story, neural activity in the brain increases fivefold, lighting up the sensory cortex so we can feel, hear, taste, and even smell the experience.

This makes storytelling not just a creative exercise, but a proven strategy to connect with audiences on an emotional and memorable level. In my keynote—and in my book, The Laws of Brand Storytelling—I share practical strategies that brands can use to inspire, connect, and grow.

Here are the four rules I shared on stage.

Rule #1: Let Your Purpose Shine (Brand Storytelling Keynote Insight)

The most powerful stories start with clarity of purpose. Before brands can tell stories that resonate, they must ask:

• Why does our brand exist?
• What values guide us?
• What issues do we stand for?
• How do our customers and industry perceive us?
  

One of the best examples comes from General Electric (GE). At its core, GE exists to drive innovation in STEM—science, technology, engineering, and mathematics. That purpose has guided their storytelling for decades, and it shows up everywhere.

On their social channels, GE has turned complex innovations into compelling human stories. For example, they have shared social media posts on providing power stability for the Channel Tunnel between England and France. They have also spotlighted startups from GE Ventures, such as a company building AI-powered dashboard cameras that can predict car collisions. Each of these stories links back to GE’s larger mission: innovation that improves lives.

But GE doesn’t stop at product-related stories. They’ve created podcasts like Life After, which explored the futuristic (and slightly eerie) idea of designing chatbots that mimic loved ones after death. The series didn’t sell turbines or medical devices. Instead, it reinforced GE’s position as a forward-looking innovator tackling some of society’s biggest questions.

Then there’s #BalanceTheEquation, a campaign that went beyond corporate messaging to champion women in STEM. GE began by publishing research showing that the pipeline of female talent in STEM careers was not strong enough to sustain the innovation economy. Then, they transformed the insight into an emotional, consumer-facing campaign that asked: What if we treated female scientists like celebrities?

The star was Millie Dresselhaus, the first female faculty member at MIT and a trailblazer in material science. In the campaign, Millie was followed by paparazzi as though she was a Kardashian, turned into a Halloween costume, and even honored with a Barbie doll in her likeness. The creative twist sent a powerful message: scientists deserve the same spotlight as pop culture icons.

The takeaway: Purpose-driven stories go deeper than products. They connect to what you stand for—and when done well, they capture attention, spark emotion, and shift culture.

Rule #2: Maximize Macro and Micro Moments

As a brand storytelling keynote speaker, I often highlight how brands like GE and Dunkin’ Donuts balance macro and micro stories. A brand’s storytelling strategy should balance macro stories—the big, overarching narrative—with micro stories—the everyday content that brings that purpose to life.

At Dunkin’ Donuts, where I led social media for five years, our macro story was simple: we keep busy people running. But how do you bring that to life every day for millions of fans? Through micro stories.

One of my favorite examples came when we stopped thinking like advertisers and started thinking like storytellers. Instead of hiring actors for our ads, we tapped into real customer stories. By listening on social media, we discovered fans who were already sharing their love for Dunkin’. We reached out and invited them to star in national campaigns. Imagine tweeting about your morning coffee and then being cast in a Dunkin’ TV commercial—that’s the kind of authentic, customer-first story that creates lifelong loyalty.

Dunkin’ also leaned into micro storytelling through playful, always-on content. For Halloween, we launched a contest asking fans to “dress up” their coffee cups in costumes. Thousands of fans participated, turning an everyday product into a canvas for creativity. The campaign tapped into seasonal buzz, encouraged user-generated content, and reinforced Dunkin’s role in people’s daily lives.

We also used behind-the-scenes storytelling. Instead of just announcing a new donut flavor, we took audiences into the Dunkin’ Test Kitchen to meet the “Manager of Donut Excellence.” Fans got to hear where flavor inspiration came from, see ingredients, and watch how products were developed. It transformed a product launch into a story people wanted to share.

The takeaway: Macro stories give you a brand north star, while micro stories keep you relevant, human, and engaging every single day.

Rule #3: Embrace Multiple Mediums and Channels

Here are two staggering stats: 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster than text (source).

That means how you tell your story is just as important as what you say. Too often, brands focus on the message without adapting it to the right medium. But format shapes impact.

The Calgary Zoo found this out when they reimagined their annual report as an Instagram feed. Each post represented a page of the report, pairing striking visuals with short captions. What could have been a dry PDF suddenly became highly shareable, generating international media coverage and millions of views. More importantly, it raised awareness (and funding) for the zoo’s conservation efforts.

Another clever example comes from Grasshopper, a U.S.-based entrepreneurial phone system. When rebranding, they mailed chocolate-covered grasshoppers to influencers with a note: “We’re taking a leap—join us.” The stunt played off their name, tied to their entrepreneurial spirit, and cut through the clutter of email overload. It also reinforced their positioning: they understood what it meant to take risks and build something bold.

Then there’s Smart Car, which turned a social media jab into a viral win. When someone tweeted that bird droppings could “total” a Smart Car, the brand didn’t ignore it. Instead, they replied with an infographic showing exactly how much bird waste it would take: 4.5 million pigeon droppings, 360,000 turkey droppings, or 45,000 emu droppings. The witty, data-driven response earned industry praise, viral sharing, and reinforced Smart Car’s playful personality.

The takeaway: Stories come alive when matched to the right format and channel. From Instagram feeds to mailboxes to real-time tweets, the medium is part of the message.

Rule #4: Put the Customer Experience First

In the age of empowered consumers, your brand is not what you say it is—it’s what your customers say it is.

Outdoor retailer REI is a perfect example. Their brand purpose—helping people “opt outside”—isn’t just a marketing slogan; it’s baked into their policies. For example, when a hiker on the Pacific Crest Trail realized her boots were too small, she called REI in frustration. Instead of shrugging, REI overnighted a new pair to her next rest stop—mid-hike. At the time, the customer was just an average customer. But little did REI know that this customer would go on to create something great which included their amazing customer experience.

That moment became part of her bestselling memoir Wild, later adapted into a Hollywood film starring Reese Witherspoon. REI didn’t plan that placement—it happened because of a genuine customer-first policy. And the reward? Free exposure in a global box-office hit, plus the long-term credibility that comes from walking your talk.

The takeaway: Memorable stories often begin with exceptional customer experiences. Prioritizing people over transactions creates stories money can’t buy.

Key Takeaways From My Brand Storytelling Keynote

1. Telling great stories comes from a strong sense of who you are and your purpose
2. There’s an art & science to uncovering great stories – go beyond the obvious, look across your company, customers, values, key issues to shape powerful stories
3. Test, learn, optimize, repeat – storylines, visuals, channel mix
4. Put customers at the center of everything that you do for long-term success!
   

And if you remember one thing: The best marketing doesn’t feel like marketing—it feels like a story worth telling.

Want to Elevate Your Brand Storytelling?

I deliver keynotes and workshops for companies and conferences worldwide, helping them harness storytelling to inspire, connect, and grow. If you’re searching for a brand storytelling keynote speaker to inspire your next event, I’d love to share these lessons (and more!) with your audience.

My books—The Power of Visual Storytelling and The Laws of Brand Storytelling—share even more practical strategies and inspiring case studies.

If your brand is ready to tell stories that matter—and make them unforgettable—get in touch about booking me for your next event.

Jessica Gioglio is the co-author of The Laws of Brand Storytelling and The Power of Visual Storytelling. Professionally, Jessica has led innovative marketing and public relations programs for Dunkin’, TripAdvisor, Sprinklr, and more. Today, Jessica is a keynote speaker (book her here) and founder of With Savvy Media & Marketing, a strategic branding, storytelling, and content strategy consultancy.