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Storytelling Is the Key to Unforgettable Marketing
People don’t just connect with products—they connect with stories.
At the 2024 Super Bowl, Kendrick Lamar didn’t just perform—he told a story. Every detail, from his set design to his song choices, was carefully crafted to send a message. His performance was a masterclass in storytelling, offering powerful lessons for brands that want to create deeper connections with their audience.
Let’s break it down.
1. A Strong Narrative Hooks Your Audience
Kendrick’s performance opened with him standing on the roof of a black Buick GNX. For him, this wasn’t just any car—it was personal. In 1987, the year he was born, his parents brought him home from the hospital in a 1987 Buick Regal. The GNX, a high-performance version, became a symbol of his roots, his journey, and his evolution.
This wasn’t just a cool entrance—it was a statement. By tying his personal story to his performance, he made it more meaningful for those who know his background.
The best brands do the same. Instead of just selling a product, they invite people into a story. A great marketing campaign isn’t just about features and benefits—it makes the audience feel something.
💡 Takeaway: Your marketing should feel like an experience, not just a transaction.
2. Symbolism Strengthens Your Message
Every visual in Kendrick’s set was intentional.
A few key symbols:
PlayStation controller symbols (X, square, triangle, circle) were projected behind him—referencing his song Not Like Us but also hinting at strategy, power, and control.
Red and blue bandanas sewn together appeared in the background—a nod to uniting rival gangs in his hometown of Compton.
Samuel L. Jackson, dressed as Uncle Sam, sat in a throne-like chair—reinforcing themes of American power and control.
These weren’t random design choices; they amplified the deeper story Kendrick was telling.
Branding works the same way. Your logo, colours, fonts, and messaging should all reinforce a bigger idea. When everything aligns, your audience feels the story—even if they don’t consciously recognize it.
💡 Takeaway: Be intentional with your visuals and messaging. Every element should support your brand’s story.
3. Easter Eggs Create Engagement
One of the most talked-about details of Kendrick’s set? A hidden message in the drone display above the stadium. The drones briefly spelled out “GAME OVER”—a reference to both video games and his ongoing rivalry with Drake.
Kendrick never called attention to this message directly. He let fans discover it on their own, sparking conversations online and making his performance even more memorable.
Brands can use this same strategy. Easter eggs—hidden details, inside jokes, or subtle references—give your audience a reason to engage, share, and come back for more. Consider incorporating a nod to your brand name within your products, services, or messaging as a clever way to deepen connection.
💡 Takeaway: Give your audience something to discover. Hidden messages make your brand feel interactive and rewarding.
4. Cultural Relevance Makes Stories Resonate
Kendrick’s performance wasn’t designed to appeal to everyone—it was crafted specifically for his audience.
By referencing Compton, gang unity, and Black identity, he spoke directly to those who would understand and appreciate those messages. He didn’t force trends or try to appeal to the masses—he focused on authenticity.
Brands sometimes struggle with this, jumping on viral trends that don’t fit their identity. But true cultural relevance isn’t about following trends—it’s about understanding your audience.
💡 Takeaway: Don’t force relevance. Find the overlap between your brand’s values and your audience’s world.
What’s the Story Your Brand Is Telling?
The best marketing doesn’t feel like marketing—it feels like a story worth following.
As a small business owner, take a moment to reflect on your brand’s storytelling:
What personal or emotional story can you tie to your business that makes it more relatable?
Are your visuals, messaging, and branding all reinforcing the same core narrative?
How can you add small details (or “Easter eggs”) that make your audience feel more connected to your brand?
Want to explore effective marketing tactics and get expert advice? Join us for our upcoming Marketing Mingle, where we’ll test strategies, share insights, and refine your approach. Our inaugural event celebrates women for International Women’s Day—let’s build smarter marketing together!
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