In an interview, American Eagle CMO Craig Brommers discussed the power of marketing to shape culture and influence beliefs.
Marketers must be conscious of the narratives they create, as they have the ability to shape people's perceptions and behaviors. Microsoft's AI narrative is an example of using storytelling to align with truth and invite collaboration.
The responsibility of wielding narrative agency in marketing is to create meaningful and authentic stories that people can live with, rather than resist. This is especially important in B2B where buying decisions are high-risk and collective.
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The Marketing God Complex: How to Use Narrative Responsibly in B2B Marketing
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