"When discussing the intersection of brand and messaging, it's only natural to make the association between brand communication and control. It is the responsibility of brand marketers, copywriters, etc. to define and communicate brand message, select the appropriate channels, and shape the narrative of brand communications to fit and drive desired outcomes. Following this line of thinking, then, should make it simple to delineate between means and mediums of communication that best serve the mandates of brand marketers."
"And yet, in the world of brand storytelling, there has been an ever-increasing rise year-over year in the commitment to commissioning documentaries - stories that feature real-life characters, often in situations that represent for the storytellers the antithesis of control. So, what is it that drives brands to associate with and invest in stories like these, when they inherently carry so much risk as it relates to controllable outcomes?"
"The answer is simple: audience demand and attention. Brands that want to matter in 2026 know that they must dedicate energy to storytelling, and one of the most effective paths to drive this outcome, narrow as it may be, is to focus on truth-telling; commissioning and platforming mission driven stories that play out in the real world with real people."
Brand communication often emphasizes control: marketers define messages, choose channels, and shape narratives to drive outcomes. Despite this, brands increasingly commission documentaries featuring real people and uncontrolled situations. Brands accept the risk because audience demand and attention reward truth-telling and mission-driven, real-world stories. Journomarketing applies journalistic standards to brand storytelling to enhance authenticity and credibility. Heidi Collins, former CNN anchor and founder of Storybones media, built her post-news career on journomarketing. Content partner Mike Trott, Air Force veteran and co-founder of Four Branches Bourbon, collaborated with Collins on a feature documentary that blends documentary brand journalism with mission-driven storytelling.
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