Do you know today's significance? If you're a professional marketer, you probably know that on this date in Chicago in 1931, the person who has been referred to as the "father of modern marketing" was born. Philip Kotler has written more than 80 books and made an incredible impact on the development of marketing worldwide (and this blogger was used his "Marketing Management" textbook during the first semester of graduate school).
The European Marketing Federation chose May 27th as the day to celebrate the field of marketing worldwide. In addition, the day was established to recognize the value of marketing and educate all members/departments within organizations about the role and purpose of marketing,
According to the Ralf Strauss, Chairman of the Board of the European Marketing Federation, "The evolution of marketing around the world has been an impressive journey with many changes. Marketers have helped many new organizations to emerge and enabled change in old companies with centuries of history. They have changed societal attitudes and helped people to communicate. Today, in the context of digital transformation, we can explore our environment more than ever, analyze consumer and customer needs in real-time, and build relationships. The importance of marketing people is paramount. Let's recognize and appreciate this as we celebrate marketing on 27 May."
According to DaysoftheYear.com, "With the purpose of building bridges between businesses and their consumers, World Marketing Day is here to celebrate the essential role that marketing plays in the world. From driving innovation to fostering understanding and shaping patterns of consumers, this is a time to show appreciation for the strategy, dedication, and creativity that marketing professionals put into their work."
To celebrate World Marketing Day here on my blog, I've invited a fellow marketer to present her international commentary. You may recognize Elia Guardiola from a previous appearance on my blog. I "met" Elia on Twitter/X, and she participated in my #SpringLeadershipSeries2025 on May 2nd. We recently had a discussion about marketing and specifically brand storytelling - and highlights follow a brief introduction.
Based in Madrid, Spain, Elia Guardiola has been an international speaker for 10 years for corporate training programs worldwide and is also a professor at international universities and business schools in Spain and Latin America. She is the Founder of the StoryEmotion School, and since 2021, has been an official speaker at the e-World Marketing Summit led by Professor Philip Kotler. Elia has developed her own methodology for creating impactful storytelling with powerful narratives that drive results for corporations and businesses of all sizes and industries. She is a co-author of several books on Marketing and Communication; and is also the creator of the Four Pillars of Emotional Marketing, which are taught in programs at international universities.
QUESTION: Laura Holloway, Founder and Chief of The Storyteller Agency, wrote, "Storytelling is our obligation to the next generation. If all we are doing is marketing, we are doing a disservice, and not only to our profession, but to our children, and their children. Give something of meaning to your audience by inspiring, engaging, and educating them with story. Stop marketing. Start storytelling.” As someone with a passion for storytelling, what does this quote mean to you?
ELIA GUARDIOLA: Laura Holloway's quote deeply resonates with me because storytelling is not just a tool for marketing, it's a bridge that connects human experiences, emotions, and values across generations.
In my work, I always emphasize that storytelling is about creating an emotional connection, not just selling a product or service. Brands that understand this don't just communicate, they resonate. They inspire, engage, and educate their audiences by embedding their values and missions into compelling narratives.
In today's world where consumers demand authenticity and purpose, storytelling allows brands to go beyond transactional relationships and build lasting emotional bonds. It's not about pushing a message, it's about making people feel something meaningful. That's the real power of storytelling.
SHARE THIS: Storytelling allows brands to go beyond transactional relationships and build lasting emotional bonds. It's not about pushing a message, it's about making people feel something meaningful. ~@EliaGuardiola #CelebrateMarketing #DebbieLaskeysBlog
QUESTION: I explained in a post in March 2021, "While brand history is important, brand legacies and cultural sensitivity are also critical to long-term brand success. The brands that listen to cultural shifts and integrate those shifts into their storytelling are the ones that will survive." What brands do you support that are culturally sensitive?
ELIA GUARDIOLA: There are several brands that have embraced cultural sensitivity and have integrated it into their storytelling in a meaningful way.
One example is Ben & Jerry's, which has consistently used its platform to advocate for social justice, racial equality, and environmental sustainability. Their messaging aligns with their actions, making their brand legacy truly impactful.
Another example is Nike, which has shown a strong commitment to social movements, such as their campaigns supporting racial equality and gender empowerment. Their Colin Kaepernick campaign, for instance, was a bold move that highlighted their stance on social justice.
Lastly, LEGO has taken significant steps toward inclusivity and representation in their products and storytelling. They have introduced diverse characters, supported LGBTQ+ initiatives, and promoted STEM education for girls.
Brands that genuinely listen, adapt, and integrate cultural shifts into their narratives don't just survive, they thrive, because they build deeper connections with their audiences.
SHARE THIS: Brands that genuinely listen, adapt, and integrate cultural shifts into their narratives don't just survive, they thrive. ~@EliaGuardiola #CelebrateMarketing #DebbieLaskeysBlog
QUESTION: What are a few industries that are known by stand-out personal brands?
ELIA GUARDIOLA: There are many industries where personal brands have played a crucial role in shaping narratives. Here are a few standout examples:
Tech Industry – Steve Jobs (Apple): Jobs was more than a CEO. He was a visionary who redefined technology and design. His storytelling turned Apple into a brand that represents innovation, simplicity, and user experience. His keynote presentations were masterclasses in emotional storytelling.
Fashion Industry – Anna Wintour (Vogue): As the iconic editor-in-chief of Vogue, Wintour's personal brand is synonymous with power, influence, and trendsetting. She has shaped the fashion industry for decades and continues to be a key storyteller in the evolution of style.
Entertainment Industry – Oprah Winfrey: Oprah's personal brand is built on authenticity, inspiration, and emotional connection. Her storytelling has transformed her from a talk show host into a global media icon and philanthropist, impacting millions of people worldwide.
Each of these figures has built a legacy by leveraging storytelling to create impact, influence, and emotional engagement in their respective industries.
QUESTION: I wrote a post about binge watching several years ago because it has dramatically changed the way people watch television shows - as well as the shows' ads. Which three TV shows do you think excel at storytelling, and why?
ELIA GUARDIOLA: There are many TV shows that master the art of storytelling, but here are three that stand out to me:
Breaking Bad: This show is a storytelling masterpiece because of its character development and narrative depth. The transformation of Walter White from a high school chemistry teacher to a feared drug kingpin is a case study in character-driven storytelling. Every episode adds layers to his journey, making the audience emotionally invested in his fate.
Stranger Things: Beyond its nostalgic appeal, Stranger Things excels at world-building and emotional storytelling. It creates strong character bonds that make the audience care deeply about their struggles. The show also integrates 1980's pop culture references seamlessly into its narrative, making it a perfect example of how storytelling can evoke emotions through nostalgia.
The Crown: This historical drama showcases the power of storytelling through real-life events. The way it humanizes royal figures and presents political and personal struggles makes it a compelling watch. It's a perfect example of how blending historical facts with emotional storytelling can engage audiences across generations.
QUESTION: What is your favorite Spanish brand, and why?
ELIA GUARDIOLA: I have three.
One of my favorite Spanish brands is Dulcesol. It's a brand that has mastered the balance between tradition and innovation in the food industry. Dulcesol is known for its high-quality baked goods, but what truly makes them stand out is their ability to evolve with consumer needs while maintaining their essence. They have embraced healthier alternatives, sustainability, and transparency in their processes, all while keeping their storytelling rooted in family, authenticity, and enjoyment. Their branding reflects warmth, nostalgia, and the simple joy of sharing food, which resonates deeply with their audience.
I also admire Camper, a brand that embodies creativity, craftsmanship, and storytelling in a unique way. Camper doesn't just sell shoes. They sell a lifestyle and a philosophy of comfort, sustainability, and innovation. Their designs often incorporate bold, artistic elements that challenge traditional footwear aesthetics, and their commitment to sustainability aligns with modern consumer values.
Another Spanish brand I admire is Casa Batlló, though it's more of a cultural landmark than a traditional brand. They have masterfully combined history, art, and technology to create an immersive storytelling experience. The way they use digital narratives, augmented reality, and emotional storytelling to bring Gaudí's vision to life is simply brilliant. It's a great example of how storytelling can transform a brand into a memorable experience.
QUESTION: What is your favorite American brand, and why?
ELIA GUARDIOLA: One of my favorite American brands is Patagonia. It's a perfect example of how a brand can integrate purpose, storytelling, and authenticity into its DNA. Patagonia doesn't just sell outdoor gear, it sells a mission, a movement, and a commitment to environmental activism. Their campaigns are not about pushing products; they're about pushing for change.
From their famous "Don't Buy This Jacket" campaign, which encouraged conscious consumerism, to their dedication to sustainability, Patagonia stands out as a brand that uses storytelling to inspire action. They have built a loyal community by aligning their values with their audience's values, proving that storytelling is not just about words - it's also about actions.
Another brand I admire is Apple. Their ability to create emotional connections through storytelling is unparalleled. Every product launch feels like an event, every advertisement tells a story, and their minimalist yet powerful messaging makes their brand identity unforgettable. They focus on experience, emotion, and user-centric innovation, which is why they have one of the most devoted customer bases in the world.
How will YOU celebrate marketing today? Will you think about which brands tell memorable stories? I'll celebrate by applauding Elia for sharing her passion for marketing, branding, and brand storytelling with me and my international blog community!
SHARE THIS: Patagonia stands out as a brand that uses storytelling to inspire action. ~@EliaGuardiola #CelebrateMarketing #DebbieLaskeysBlog
Image Credit: European Marketing Federation.
Read the post referenced in the second question:
How Important Is Brand Storytelling? (March 2021)
https://www.debbielaskeysblog.com/2021/03/how-important-is-brand-storytelling.html
Read the post referenced in the fourth question:
Three Branding Lessons from Binge Watching (October 2016)
https://www.debbielaskeysblog.com/2016/10/three-branding-lessons-from-binge.html
Read Elia's previous appearance on my blog:
SPRING LEADERSHIP SERIES 2025 – Featuring Elia Guardiola (May 2025)
https://www.debbielaskeysblog.com/2025/05/spring-leadership-series-2025-featuring.html
Read some quotes from Philip Kotler:
https://www.pkotler.org/quotes-from-pk
Connect with Elia at these links:
Website: https://www.eliaguardiola.com/
LinkedIn: https://es.linkedin.com/in/eliaguardiola
Instagram: https://www.instagram.com/eliaguardiola/?hl=en
Twitter/X: https://www.twitter.com/EliaGuardiola
YouTube: https://www.youtube.com/c/EliaGuardiola/playlists
Pinterest: https://www.pinterest.com/eliaguardiola/
Read "What Is a Brand Story?" from HBR (January 2025):
https://online.hbs.edu/blog/post/brand-story
Read "The Art of Brand Storytelling: How to Do It Right" from Outbrain (September 2024)
https://www.outbrain.com/blog/brand-storytelling/
And finally, check out some interesting marketing facts and history with gratitude to DaysoftheYear.com:
"Public squares in medieval Europe served as hubs for advertising. Merchants displayed wares and used town criers to announce deals or special events. This was an early example of combining visual and verbal marketing strategies to engage a wide audience."
"Branding started with farmers marking livestock to indicate ownership. These marks evolved into symbols of quality and origin. By the late 1800's, this concept extended to consumer goods, like Coca-Cola's iconic logo, signifying both the product and its consumer promise."
"In 2007, the Brazilian city of São Paulo passed the "Clean City Law," which banned billboards and outdoor ads to combat visual pollution. This sparked a global debate about urban aesthetics versus commercial freedom. Surprisingly, the absence of ads led to increased appreciation for architectural heritage in the city."
"In the 1940s, psychologist Louis Cheskin discovered that packaging influences buyer perception. He advised margarine producers to make their product yellow, like butter. This psychological tweak boosted consumer trust and revolutionized how packaging impacts sales."
"Celebrity endorsements date back to the 1700's when British potter Josiah Wedgwood used royal endorsements to market his fine china. His "Queen's Ware" line became highly desirable, proving the power of influencer marketing centuries before Instagram."
"During World War II, rationing required companies to promote alternative goods creatively. Coca-Cola launched campaigns to position their soda as a morale booster for troops. This strengthened brand loyalty and expanded their global reach post-war."
"Guerrilla marketing thrives on bold, unexpected campaigns. In 2006, a Dutch breast cancer foundation painted soccer balls pink during a major match to raise awareness."
No comments:
Post a Comment
Thank you for your comment!