You can have the best product, the most data, and the biggest advertising budget, but if you can’t tell a compelling story, none of it matters.

One of my favorite quotes on storytelling comes from Morgan Housel’s book Same as Ever, where he says, “Storytelling is leverage.”

It’s such a simple yet powerful idea: no matter how great your marketing plan is, it’s always the best story that wins. Just look at companies like Nike, Apple, Disney, and Dove, whose storytelling has turned products into household names for decades.

But how do you craft the types of narratives that emotionally resonate and stick with your audience?

In a recent episode of Marketing Against the Grain, I break down Vonnegut’s three story arcs and give brand storytelling examples of how you can apply them to your marketing strategy. I also dig into popular story archetypes and tactics for keeping your brand narrative authentic and compelling.

What is a Story Curve and Why is it Important for Marketing?

A story curve, also known as a story arc, maps the emotional highs and lows of a narrative.

While commonly used by novelists and screenwriters, marketers use story arcs to create content, campaigns, and messaging that engage audiences by tapping into their emotions at key moments.

Kurt Vonnegut famously mapped out three of the most popular story arcs:

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Vonnegut’s three story curves show how different narratives flow from one emotional point to another.

Let’s break down these three story curves in more detail.

Story Curve #1: Man in a Hole

In this arc, the main character starts in a good situation, but something goes wrong, and they fall into trouble (“the hole”). After struggling to overcome the challenge, they emerge not just back to where they started — but in an even better position than before.

This story curve is particularly popular in marketing due to its universal theme of overcoming adversity. For example, Nike’s first commercial in 1988 featured Walt Stack, an 80-year-old marathon and ultramarathon runner, reinforcing the message of pushing past limits to achieve greatness.

Story Curve #2: Boy Meets Girl

This arc begins with a person in an ordinary situation. They encounter something wonderful — whether a person, opportunity, or experience — but then they lose it. Through persistence, they eventually regain it, leaving the hero in a permanently improved state.

Story Curve #3: Cinderella

This arc follows a person who begins in a very low or oppressive state. Through a series of fortunate events, often involving luck or external help (ex: a fairy godmother), they rise dramatically to infinite happiness or success.

Also referred to as the “rags to riches” arc, this is one of the most enduring and popular narratives in Western storytelling.

Choosing the Right Story Curve for Your Brand

The key to effective storytelling in marketing is deciding which curve best aligns with your audience, industry, and company mission.

For example, one of the most iconic examples of the “Man in a Hole” narrative is Apple’s “Think Different” campaign, which positioned Apple as the brand for misfits and rebels.

At the time, Apple was a misfit, facing a challenging market that was dominated by traditional tech companies like Microsoft and IBM. Instead of emphasizing technical features of their product like everyone else was, Apple’s marketing team went the opposite direction, leaned into their underdog status, and embraced an emotional narrative: if you’re different, Apple is for you.

By turning adversity into strength and elevating it into a story, Apple went from being the brand for the overlooked to becoming synonymous with innovation and creativity.

Tips for Improving Your Marketing Story Curve

Once you’ve identified the right story curve for your brand, the next step is to expand and refine it. Here are 4 tips to get you started.

1. Follow a Story Archetype

A story archetype is an expanded narrative structure that forms the more detailed backbone of your story. Think of it as the key plot points in a novel or the major beats of a film, which can then be mapped against the emotional journey of your story arc.

While there are seven major story archetypes, the two most commonly used in marketing are:

• The Quest: this archetype frames the customer as the hero, on a mission to achieve something valuable, like a new skill or growth, with the brand as the “guide” or tool that helps them along the way.

• Rebirth: commonly used in B2B campaigns, this archetype shows a customer undergoing a significant transformation, like turning their business around or improving their team, using the brand’s product for success.

2. Sharpen Your Core Message

Your core message is the single most important takeaway you want your audience to remember. It should be a short, clear statement that conveys the emotion or belief you want to evoke.

Take Nike’s “Just Do It” campaign, for example. They didn’t bog down their messaging with product specifications or details — they gave you three simple words that perfectly captured the spirit of determination, while also pushing people to take action.

3. Check Emotional Resonance

Cross-check that your story arc, archetype, and core message align with your audience’s needs, emotions, and values.

For example, Dove’s Real Beauty campaign didn’t just sell soap. It tapped into a deeper conversation about beauty standards and self-esteem. By rejecting unrealistic stereotypes and highlighting real women, Dove made its audience feel seen and understood.

4. Double Down on Authenticity

Audiences can spot a contrived narrative from a mile away, so you need to tell them a story that your brand is qualified to tell.

Patagonia is a great example of authentic brand storytelling. They don’t just talk about environmental sustainability; it’s built into everything they do, from their products to their activism. That’s why their environmental stories resonate: they live their values.

To learn more about how to build an outstanding brand story, check out the full episode of Marketing Against the Grain below:

This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.