“Maximizing success through onboarding by storytelling during orientations, [helps employees understand] the company's culture and values [and] its goals and history”- Society for Human Resource Management

“Over 71 thousand audiobook titles (were) published in 2020, a 39% growth between previous years”- Statista

“Audiobooks have had a big shift in popularity in 2018 where for the first time, “a full half of all Americans ages 12 and older have listened to an audiobook, up from 44% last year”- Forbes

“The storytelling process yields positive impacts on internal and external stakeholder outcomes including increasing employees’ thriving and meaningful work, as well as the attitudes and trust of multiple external stakeholders”- Journal of Strategic Marketing

“[onboarding] can also aid employees in identifying values congruence which is critical to career contentment and commitment which can significantly impact retention to both the field and the institution long-term” - Journal of Research, Assessment, and Practice in Higher Education

“Audiobook sales revenue has been on a steep rise since 2018, reaching 1.3 billion USD in 2020”- Statista

“19% [of Millennials] say they have paid in the last year for a subscription service for eBooks or audiobooks such as Kindle Unlimited or Audible”- American Press Institute

“[the way employees are on-boarded] sets the tone for the culture of a place, the people, and the values of a new institution and can have a significant impact on employees’ sense of belonging”- Journal of Research, Assessment, and Practice in Higher Education

“Storytelling is essential to successful branding, since your brand is the sum of all your corporate behaviors and communications that inform your customers’ experiences with your product or company”- The Journal of Business Strategy

“Story-telling is an important element… involving the sharing of experiences and creation of mental-maps of the environment in which people are motivated to perform to their full potential”- Leadership and Organization Development Journal

“116% growth in spoken word listeners 13-34 years old in the past even years, with 18% growth in the last year”- National Public Radio Organization

“Employees have a deeper affiliation with the message through organizational storytelling due to aligning stories with their own experiences and understanding”- International Journal of Business and Social Science

“The audiobook market share shifted from 42% digital copy sales in 2009 to 87% digital copy sales in 2017”- Audio Publishers Association

“Researchers have shown that storytelling strengthens the connections consumers have to brands, so that to a great extent what a brand means to a consumer is based . . . on the narratives he or she has constructed that incorporate the brand.”- Journal of Business Strategy

“There is value in a story that is, designed to drive the simulation and to elicit the [employee’s] best performance”- Society for Human Resource Management

“Storytelling that integrates a moral and spiritual component can transform an organizational culture so members of the organization begin to feel connected to a larger community and a higher purpose”- Journal of Business Ethics

“Narrative presentation of corporate strategy, comparative advantage, is more effective at producing a consistent and confident choice of competitive advantage among an audience than a presentation of corporate strategy using a PowerPoint style, bulleted list approach”- Journal of Strategy and Management

“Audio platform superiority was about the desire to use an audio platform that is perceived to be superior to other audio alternatives, including on-demand convenience (time and place) and content (vari- ety and uniqueness)”- New Media and Society Journal

“Brands can bring their CSR (corporate social responsibility) efforts to life through authentic storytelling [and] Millennials want to know what companies are doing to make the world a better place”- Center for Social Impact Communication at Georgetown University

“A focus on social responsibility is particularly important to attract, retain, and increase the commitment and engagement of Millennial employees and talented women”- Center for Creative Leadership

“Online audio (podcasts, radio shows, music and audiobooks) has become more popular than ever before”- Publishing Research Quarterly

“Corporate storytelling is suggested to help demonstrate the importance of the corporate brand to internal and external stakeholders… as well as help a firm to bond with its employees”- Product & Brand Management

“Should produce positive effects on key audiences, such as increasingly positive attitudes toward the company and eventually behavioral intentions to support this company”- Public Relations Review

“Spoken word audio listening is up 40% in the past seven years, and up 8% year over year”- National Public Radio Organization and Edison Research

“The most recent era in audio entertainment… users are asserting power over the medium to select particular content at particular times”- Mass Communication and Society Journal

“Storytelling that starts with the persona allows us to tap into these deeper recesses, where the influence of attitudes and emotions is greater… loyalty and trust are found there”- Journal of Business Strategy

“Three uses for storytelling in organizations: (1) to motivate employees, (2) for education and (3) to consolidate corporate culture”- Journal of Marketing

“73% of the U.S. 12+ population (an estimated 209 million people) have listened to online audio in the last month, up from 68% in 2021”- Edison Research

“When it comes to digital storytelling for branding, there is, a more positive attitude towards the company when the employer branding message is using digital storytelling”- Management Dynamic in the Knowledge Economy Journal

“There are currently about 1000% more titles published since 2011”- Audio Publishers Association

Millennials are more technologically advanced than any previous generation [and] survey data has shown a correlation between age and reading preferences [where] younger people listen to more audiobooks than older Americans”- State University of New York

“A poor cultural fit is frequently cited as one of the main reasons [an employee] decides to leave an organization… defining the organization's culture through storytelling should start with branding of the organization and continue through the interview and onboarding process”- Physician Executive Communication Journal

“Stories are a device… [that] provide managers with a form of social and intersubjective interaction that reflects belief systems, role expectations, interpersonal norms and conditions for work behavior”- International Journal of Management

“As technology evolves, people have more options available to them, which may explain why [reports] found younger adults to be more likely to opt for audiobooks and the multi-tasking they enable”- Forbes

“83% of Millennials would be more loyal to a company that allows them to contribute to social and environmental issues”- Cone Communications

“Audio narrative has recently benefited from profound cultural shifts in media consumption associated with on-demand television’s binge watching revolution and the advent of digital longform storytelling”- Journal of Radio & Audio Media

“Employees have a deeper affiliation with the message through organizational storytelling due to aligning stories with their own experiences and understanding”- International Journal of Business and Social Science

“The corporate world cannot ignore the demands and expectations of Millennials, who are devout in their desire to associate with companies aligned with their values”- Center for Social Impact Communication at Georgetown University

“64% of Millennials consider a company’s social commitments when taking jobs and will not work for a company if they do not have strong corporate social responsibility (CSR) values”- Cone Communications

“The majority (79%) of Millennials want to work for a company that cares about how it contributes to society and 69% would refuse to work for a company that is not socially responsible”- Journal of Education For Business

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Tell a Story to Build Your Brand


Avatar Business Audio Theatre December 18, 2020 13

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Our business, like many businesses, was totally dependent on sales. At first we thought our customers, who were distributors, retailers and the general public, would be swayed by superior features and benefits, and, to a degree, they were. But when our sales really began to take off was when we finally realized that our buyers wanted a story. They wanted a story they could identify with, a story that would grab their imagination, a story that had them pulling for a “hero” who is up against all odds.

Brand Stories

We were in the wine business at a time when the French pretty much controlled it. They had imbued the industry with sense of pretention and patronizing elitism that most Americans found snobby. So it was a great story when the owners of Chateau Lafitte, one of the wealthiest wine families in Europe, threatened to sue the tiny startup, Barefoot Cellars. They took umbrage to our use of the term, “Chateau La Feet of California Wine!” We agreed with the Baron Rothchild that there could be confusion in the marketplace and so we stopped using that term. We pointed out that “If there was confusion between Barefoot at $5.99 and Chateau Lafitte for over $100, we’d be ruined!”

That story sold more Barefoot wine than all the features and benefits we had been spouting. It gave our buyers a chance to identify with us, pull for us, and participate in the story (by buying our products).

Pulling for You

Story is a powerful way to build your brand. Your buyers want to know where you come from, how you got started, what you stand for, and what challenges you had to overcome. Once they hear your story, they give your brand more credibility. And they are more likely to not only buy it, but tell others about the story. They become advocates because there’s something in your story that they can relate to and want to share with others. Now they are pulling for you!  They want to see you succeed and want to participate in that success.

More Convincing    

Story is also a great way of attracting those who resonate with your principles. You can tell people the principles that you subscribe to all you want, but when your story demonstrates those principles it’s much more convincing. In the story you witness the challenges and are right there with the founders as they weigh the decisions they are about to make alongside their guiding principle. You witness the decisions, the actions and the outcomes.


Story can be a fun and entertaining way of conveying history that will hold the listener’s attention much longer that a prescriptive litany of events. The best stories are gripping and compelling to the point you can’t wait to see way happens next. Basically, bingable.

Experiential Learning  

And story, especially spoken story, is easy to recall because the listener participates in the story. The listener fleshes out the scenes by grabbing props and background from their own experiences. In this way, they create mental touchstones for the story to attach itself. It becomes easier to recall. Now the brand has life and lives on through the story.

The Business Audio Theatre Team is made up of experts at brand building, story writing, storytelling, directing and performing stories. Let us help build your brand by bringing your story to life!

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