The Sophisticated Marketer’s Podcast: Brand Storytelling with Bernadette Jiwa

September 12, 2016

Storytelling is a subject very close to my heart, especially as a B2B marketer. It feels like our side of the industry is finally waking up to its potential. After years of watching B2C types have all the fun, we’re starting to craft narratives that are compelling to our buyers.

If you want to really assess the current state of storytelling in marketing, your go-to expert is Bernadette Jiwa. She is a keynote speaker, brand storytelling expert, and five-time Amazon Bestseller. Her latest book, Meaningful: The Story of Ideas that Fly, is both an example of, and a guide to, storytelling that captures people’s hearts.

Cozy up to the campfire and get ready for some exceptional storytelling advice:

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Listen in on the Conversation as Bernadette and I Discuss:

Is Storytelling Different for B2B vs B2C? Bernadette says the storytelling is the same; the obstacle for B2B marketers is understanding the necessity of a good story.

The True Source of Compelling Stories: It’s easy to fall in love with our own product and our brand stories, but we must not forget the customer story, Bernadette says.

Examples of Great B2B Storytelling: Bernadette shares some of her favorites, including The Story of Jacob and City Gym from Google Small Business:

The Story of Jacob and the City Gym

Why It’s Time to Stop Advertising: Bernadette offers a compelling alternative to throwing money at trying to make people love our products.

Is Big Data Stifling Creativity? Bernadette warns against the idea that “If you can’t measure it, it’s not worth doing.”

True story: I asked Bernadette on the show specifically because I wanted to pick her brain. Thankfully, the result of my selfishness is a valuable half hour for any marketer.

You can find Bernadette at, and @BernadetteJiwa on Twitter. Thanks to Bernadette for sitting in, and thanks to all of you for listening.

If you’re just discovering us, you can catch up on all the previous episodes here.

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