Brand Vibes and the Limits of Storytelling

For what feels like a lifetime at this point, conventional wisdom in brand thinking has revolved around brand storytelling. As the story goes (heh heh) humans are storytelling animals, and that narrative bias makes us distinctly human. Our minds process and remember information through linear arcs with a beginning, mounting conflict, and resolution. From The Odyssey to the Bhagavad Gita to Star Wars, every iconic story echoes the hero’s journey.

But honestly, what's your ratio of books finished to books started? How many articles did you read fully this week? As our information culture becomes increasingly fragmented and attention becomes our scarcest resource, is it time to question whether the tyranny of the "brand narrative" narrative has reached its limit?

Lately we’ve been lucky enough to work with some heritage brands that are rich in history, but perhaps lacking the kind of marketing resource required to tell their story. Given this mismatch, we’ve been challenged to find ways that enable the customer to attach to the story at different elevations, and design choices that encourage leaning in. Can you tell a story though moments and “vibes” instead of linear narratives?

Inspiration came from some of my favorite brands that possess stories, but don’t lead with them. Instead of being didactic, they embed clues within their design. They reward curiosity by being worthy of it. The deeper you look, the more you uncover. For example:

⌚️ Omega’s Speedmaster Moonwatch isn’t just a space watch; it feels engineered for extremes. You sense purpose in its weight, dial, and tactility – then learn it’s hand-wound because automatic movements don’t function in zero gravity. The detail reinforces the vibe.

🏁 Porsche’s left-hand ignition reflects its Le Mans heritage, enabling drivers – who begin the race on foot – to start cars quickly from outside. This subtle detail reinforces Porsche’s obsession with performance. Knowing this deepens your connection to the brand.

📷 Leica cameras feature an ultra-smooth manual focus ring and whisper-quiet shutter, originally developed for street photographers and war correspondents. Understanding this heritage clarifies the premium price and devoted following – its storytelling through craftsmanship.

In these brands, form follows function, and that function embodies history, meaning, and mission. Such artifacts grant heritage brands gravity and depth. They offer atmospheres of meaning with non-linear access, hints rather than headlines.

Of course, not all brands have decades of history to draw from; but even new brands can provide thoughtful moments of design, easter eggs in product and communication that reward following the story down the rabbit hole.

So perhaps it’s time we eased off the obsession with narrative and embraced the brand as a sensory playground. Whether you're building from legacy or starting fresh, consider this: maybe the strongest brands aren't remembered for what they explicitly say, but for the subtle vibrations they leave behind. After all, the deepest connections rarely come from a single compelling storyline; they grow from intrigue, exploration, and discovery.