3 Storytelling Models
Timeless Narrative Frameworks that Engage and Connect
In the previous blog, Adapting Story Principles, we explored how blending timeless narrative techniques with fresh, innovative perspectives can produce more emotionally resonant and engaging stories.
Much like Charlie Kaufman’s subversive approach to narrative in Adaptation, we uncovered the importance of consciously breaking conventions while maintaining the core principles that drive stories.
Here, I’ll take it a step further by diving into specific storytelling frameworks that some popular brands are using to shape their most successful marketing campaigns.
Just as filmmakers and authors use storytelling to create meaning, brands leverage it to turn marketing campaigns into stories that resonate deeply with consumers.
These timeless models are more than just tools. The following frameworks offer a way to do so effectively while still leaving room for authenticity.
Let’s dive in to see how these narrative techniques are reshaping the way brands engage and inspire their audiences.
The Three-Act Structure
The three-act structure is a common storytelling framework that’s more often used in films and plays.
But it can be a highly effective content marketing tool since it provides a clear narrative arc that can engage your target audience.
Here’s a breakdown:
Act 1: The Setup
The “protagonist” or “hero” is your audience, and you need to define the problem or need they’re facing.
Whatever the problem or need is, make it relatable.
Make sure to build empathy and capture attention by showing that you understand what they're up against.
TOMS’ founder, Blake Mycoskie, was traveling in Argentina when he saw firsthand the struggles of children who didn’t have access to shoes. This wasn’t just a small discomfort, it was a problem that impacted their health, educational opportunities, and overall mobility in life.
Mycoskie recognized this as a universal issue and framed it as a relatable, human need: shoes are a necessity, not a luxury.
His discovery was the beginning of a movement to address systemic poverty and inequality on a global scale.
By identifying this problem, TOMS tapped into an emotional connection with their future customers.
Act 2: The Conflict or Challenge
Here’s where the story develops and unfolds.
Show the challenges your target audience faces as they pursue their goal.
Highlight how the problem persists and emphasize the consequences of inaction.
Introduce your product, service, or brand as the "guide" or solution to help your audience overcome their obstacles.
Educate your audience on the value your solution brings or how it can help them achieve their desired outcome.
Example:
Children without proper shoes face adverse consequences. Cuts, injuries, and exposure to infections like soil-borne illnesses become constant threats.
Every step becomes a risk.
The ripple effects are just as powerful: without protection for their feet, children struggle to attend school, work, or play freely.
To highlight these challenges and connect with an empathetic audience, TOMS launched the “One Day Without Shoes” campaign. This initiative encouraged people to go barefoot for a day to deepen their understanding of what millions of vulnerable children experience on a daily basis.
The campaign wasn’t just about raising awareness. It mobilized participants to become active contributors to solving the problem and encouraged engagement beyond simply purchasing products.
TOMS demonstrated that communities could play a tangible role in making a difference, creating both purpose and connection around the brand.
Act 3: The Resolution
It’s time to resolve the conflict by showing the audience how they can overcome the challenge and achieve their goal.
Illustrate the transformation that occurs after adopting your product or service.
Include testimonials, customer success stories, or data to reinforce the positive outcome.
Add a strong Call-to-Action (CTA) that invites the audience to take the next step.
Example:
TOMS revolutionized the way customers viewed their purchases by introducing the One-for-One model. For every pair of shoes purchased, TOMS would donate a pair to a child in need. This strategy gave customers a sense of direct impact: every purchase became a simple yet meaningful act of philanthropy.
Over time, TOMS went beyond footwear donations and expanded its mission to address other forms of social inequality, investing in initiatives like promoting mental health, equity, and sustainable development.
Today, TOMS represents the idea that small consumer choices can lead to big systemic change, creating a lasting impact in communities around the world.
By showcasing testimonials, data, and millions of shoes donated, TOMS illustrates the power of collective action and invites its audience to become contributors to the mission through continued purchases and advocacy.
As you can see, the three-act structure can help build content that emotionally resonates and demonstrate the value that your brand, service, or product offers.
It also frames the customer as the hero of the story, while providing a narrative that addresses challenges and offers clear solutions.
Simon Sinek’s Golden Circle
Simon Sinek is a renowned author and thought leader in inspirational leadership.
He introduced the concept of the "Golden Circle" through his influential TED Talk, "How Great Leaders Inspire Action," and his bestselling book, Start With Why.
The “Golden Circle” is a framework that applies inspirational leadership with storytelling that underscores the “Why” behind your brand or product.
As Simon Sinek once said:
“People don’t buy what you do, they buy WHY you do it.”
It’s another content marketing strategy that can help you create compelling narratives that deeply resonate with your audience.
It consists of three layers:
1. Why: The Core Belief
The “Why” is your purpose or cause, the reason your brand exists, and why it does what it does.
Define your brand’s mission and the deeper value it brings to your audience's lives beyond just the products or services you offer.
Lead your content with your brand’s core belief or purpose.
Engage emotions by explaining why your brand exists and why it matters to the audience.
Example:
Patagonia’s entire business model aligns with Simon Sinek’s Why —> How —> What framework, placing environmental protection and activism at the core of their story.
They exist to fight the climate crisis and protect the natural world.
2. How: The Process
The “How” covers the processes or values that set your brand apart from others. It's the unique approach you take to realize your "Why".
Highlight what makes your brand distinct, your values, and the unique methodology behind your offerings.
Use storytelling to explore the processes, innovations, or principles that differentiate you.
Example:
Patagonia designs durable, ethically produced outdoor clothing, advocates for environmental policies, and donates a percentage of their revenue to environmental causes.
They also showcase their commitment to using only sustainable materials and fair labor practices.
3. What: The Result
This is what you produce—your products, services, and what your brand offers to the market.
Present your offerings clearly and explicitly, showing how they fulfill the promises made by your "Why" and "How".
Example:
Patagonia offers high-performance outdoor clothing and gear, from recycled materials to repairs-on-demand, which supports their broader mission and values.
Here, Sinek’s Golden Circle is more than just a sales pitch. It transforms brands, services, or products into meaningful narratives.
By starting with "Why," you can engage audiences on an emotionally deeper level, fostering trust. You also foster brand loyalty and differentiate your product or service from others.
The Pixar Technique
The Pixar framework is another simple yet powerful storytelling formula to craft engaging and emotional narratives.
It follows a predictable structure that not only creates connection but also builds tension and delivers resolution.
In the context of content marketing, this framework can be adapted to tell stories that resonate with your audience while positioning your brand as part of their journey.
The Pixar framework unfolds in a set of sequences, highlighted below:
1. Once upon a time…
Introduce the setting and main character (your target audience).
Set the stage by describing your customer's current situation or world.
Example:
For many vegans and environmentally conscious consumers, Oatly is often seen as a disruptor in the dairy industry.
They’ve crafted a narrative rooted in humor and sustainability.
For decades, the dairy industry has dominated the "milk" category, contributing to significant environmental degradation, animal welfare concerns, and greenhouse gas emissions.
Yet, many consumers were not aware of these impacts, or simply lacked accessible alternatives.
2. Every day…
Establish the routine or problem, showing what life looked like before change occurred.
Paint a picture of the challenge that your audience faces regularly to create empathy.
Example:
Every day, people drank cow’s milk, thinking it was the only viable option.
The culture of milk as a necessary dietary staple was deeply ingrained, and conversations about sustainability in the food industry were often kept on the fringes.
Consumers rarely connected their everyday choices to the larger environmental or ethical concerns tied to dairy production.
3. Until one day…
Introduce the catalyst for change, the moment the story takes a turn.
Position your product, brand, or service as the transformative solution.
Example:
Until one day, Oatly entered the scene with oat milk, a revolutionary plant-based alternative.
With its creamy texture, delicious taste, and sustainable process, it completely upended the traditional idea of milk.
More than just a product, Oatly’s introduction came with a bold and quirky voice that challenged outdated norms and reframed what plant-based milk could be.
4. Because of that…
Show the actions or progress spurred by the change, building momentum and stakes.
Highlight how engaging with your brand creates positive, tangible results.
Example:
Oatly’s quirky marketing got people talking (and thinking) about their relationship with food sustainability.
Because of that, Oatly’s clever marketing campaigns, featuring self-aware billboards, humorous packaging, and unapologetic ads like "It's Like Milk, But Made for Humans,” sparked conversations worldwide.
These campaigns not only caught the eye of plant-based eaters, but also resonated with flexitarians and curious dairy drinkers, pushing them to explore eco-friendlier options.
Consumers began to rethink the impact of their diet on the planet, which ignited a shift toward plant-based diets in mainstream culture.
5. Until finally…
Conclude the story with the resolution: how the world has changed or improved.
Illustrate the ultimate transformation, inspiring the audience to take action.
Example:
Until finally, Oatly became a household name and an emblem of modern sustainability.
The brand inspired millions to drink differently, reduce their reliance on resource-intensive dairy, and feel empowered by their choices.
With Oatly leading the charge, oat milk is now one of the most popular plant-based alternatives, with a growing number of conscious consumers aligning their values with their purchases.
By delivering a purpose-driven product wrapped in humorous, highly relatable storytelling, Oatly established itself as much more than just a milk company.
It became a cultural movement.
The Pixar framework helps tell emotionally relatable, human stories that can attract your target audience.
When you focus on transformation, it keeps your audience’s needs at the heart of the narrative and showcases how your product or service plays a critical role in their own story.
By structuring your narrative like Oatly’s, you align with your audience’s values while driving engagement and loyalty.
Connecting Timeless Story Principles and Humanity
At the end of the day, storytelling is about more than just structure and rules. It’s about creating emotional connections and tapping into societal aspirations.
The lesson is pretty clear:
Authenticity and Emotional Connection are what really stick with People.
Frameworks like the Three-Act Structure, the Golden Circle, or the Pixar Technique aren’t meant to box you in.
Think of them as tools to help you create stories that connect on a deeper level.
So, whether you’re launching a campaign or crafting a narrative for your brand, focus on solving a real problem.
But do it with honesty and heart.
Because when your story is rooted in something real, it’ll not only engage your audience but also inspire them to act.