Subscribe for 50% off
Subscribe

Want to Get Customers' Attention? Tell Them a Great Story.

In our 'Creative Conversations in Advertising' series, award-winning creative director Josh DiMarcantonio and Entrepreneur magazine Editor in Chief discuss the power of storytelling.

By

If you want to make an impact, you have to be willing to take a big swing — even if it gives your lawyer a heart attack.

So saysJosh DiMarcantonio, 18-time Cannes Lions award-winning creative director. In 2014, DiMarcantonio was on the creative team that launched Taco Bell's new breakfast menu by featuring real people named Ronald McDonald happily digging into Crunchwraps. "At the time, Taco Bell was not doing 'flashy' kind of advertising — nothing that was narrative in nature," he told Entrepreneur magazine's Editor in Chief Jason Feifer. "We really pushed them to expand to ads that didn't focus entirely on the food and more about the brand."

The lawyers were nervous about how McDonald's would react, but the risk paid off. Not only was the clever ad a hit with customers, but it also garnered multiple awards at the prestigious Cannes Lions International Festival of Creativity. DiMarcantonio credits its impact on storytelling. "Stories are what people ultimately have in their minds when they think of a brand," he says. People might already know what the product you're selling is and what it does, he says, but it is the way you deliver your message that leaves a lasting impression. "You want to leave them with a feeling they associate with the brand — that's what forms a deeper relationship and keeps them coming back."

Watch the entire video for more great insights and conversation about crafting content that forms deep and lasting connections between consumers and brands.

Latest

Bam! Emeril Lagasse on Kicking Your Business Up A Notch

Interview with celebrity chef and restaurateur Emeril Lagasse about his new Roku TV series, putting relationships first, and creating media with a purpose.

5-Minute Mentor: Is My Idea Ready to Be a Business?

Here's how to test your idea and bring it to market in an impactful way.

Do You Have Toxic Office PTSD?

A dark cloud of doom seems to have followed you all the way from that cruddy job to your new desk.

The Coffee Bean & Tea Leaf CEO Sanjiv Razdan on Mentoring New Business Leaders

Interview with Sanjiv Razdan about making the most of nontraditional opportunities, brewing customer curiosity, capitalizing on user-generated content, and inspiring industry leaders with the nonprofit GLEAM Network.

Is Staying Remote the Best Thing for Your Business?

Here's how to unlock the unbeatable benefits of a remote setup.

3 New Ways to Develop Laser-Like Focus

To boost focus in the face of distractions, you need a new approach to success.

Watch the Pitch That Results in Life-Changing Investment and a Lot of Tears

Emotions and investment dollars run hot on the new episode of 'Elevator Pitch.'

10 Years Later: The Skimm Co-Founders are Transforming the Way Millennial Women are Taking Charge of their Futures

Carly Zakin and Danielle Weisberg of theSkimm sit down with Jessica Abo to look back at the past decade and talk about the future.

Knead Hospitality + Design Co-Founder Jason Berry on Innovative Leadership and Employee Retention

Interview with the cofounder of Knead Hospitality + Design about loving what you do, a revamped restaurant work week, and leading by committee.

How to Prepare for a Performance Review (And Not Lose Your Mind)

Annual performance reviews are a time to shine — and a time to freak out.

These 30 Questions Will Help Determine Your Success

In this video, Ben Angel breaks down why 70,000 entrepreneurs have answered the questions that predict their chances of succeeding or failing.

Are You Burnt Out or at Capacity?

The founder and CEO of Luminary shares how her global professional education and networking platform is helping women address the systemic challenges impacting women across all industries and sectors.

Partner Spotlight

How Lessons Learned in the Military Helped Bring This Veteran's Dream Business to Life

Former Marine Jonathan Cruz explains how teamwork and partnerships allow his restaurants to thrive.

Discover Entrepreneur Series

Whether you need advice on how to get your business off the ground or you’re just looking for inspiration, our video series have something for everyone. Browse our library below to find a series that speaks to you and your interests.