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Narratives in Commerce: Blending Art and Branding

This article delves into how innovative storytelling is elevating brands to the status of cultural symbols, fundamentally changing the way we interact with and view them.

Written by

Vic Holmes

With experience of working with some of the UK’s most purpose-driven brands, Vic takes the lead on all things PR and marketing at Skribbl.

The Power of Storytelling in Branding

Step into a space where the realms of art and commerce intertwine, creating narratives that go far beyond simple sales tactics.

Here, innovative storytelling transforms brands into cultural icons, altering how we interact with and perceive them.

Apple’s Revolutionary Narrative

Consider Apple’s 1984 Super Bowl ad, directed by Ridley Scott.

It broke the mold, not just selling a computer but championing individuality and rebellion against conformity.

This piece of advertising transcended its commercial purpose to become a cultural milestone.

Nike’s Artistic Sneaker Stories

Nike’s partnerships with artists like Kaws and Parra transformed sneakers into narrative canvases, depicting stories of urban culture and innovation.

Nike’s Greg Hoffman captured this essence, stating, “Our storytelling is about connecting with athletes in a way that’s relevant to them,” highlighting a blend of authenticity and artistry.

Louis Vuitton’s High Art in Fashion

Luxury brands are not left behind in this narrative revolution.

Louis Vuitton’s collaboration with Jeff Koons, for instance, brought high art to high fashion, reimagining classic art on iconic handbags.

Michael Burke, CEO of Louis Vuitton, emphasized the significance, saying, “It’s a way to bring art to a different audience, to make it more democratic.”

This partnership illustrated storytelling’s power to elevate a brand into realms of culture and history.

Small Brands and Storytelling

The craft beer industry is a prime example, with companies like BrewDog using their labels as narrative canvases.

BrewDog’s co-founder, James Watt, articulated their approach: “We want our beers to tell a story, to spark a conversation.”

This ethos represents a broader trend where smaller brands leverage art to carve out distinct identities and connect with their audience on a deeper level.

The Human Element in Brand Narratives

In these narratives, artists are not mere decorators but pivotal co-authors, shaping stories that resonate with humanity.

Advertising veteran Dave Trott’s words ring true: “It’s not about being different for the sake of being different. It’s about being different because that’s what’s needed to cut through the noise.”

This ethos underlines the importance of finding a unique voice in branding, transforming consumers into engaged listeners and believers.

This intersection of art and commerce is about creating a dialogue, a shared experience that goes beyond the transactional nature of buying and selling.

It’s a testament to the power of storytelling in branding, where art becomes a key vehicle for communication, connection, and cultural influence.


At Only Human Art, our mission is to highlight how partnerships between brands and visual artists bring new creativity to the business world. We focus on showing the special ways these collaborations work and how they change the way we think about visual art and business together.

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