Events and Economic Development: The Super Bowl: The risk of inauthentic brand storytelling

Authentic brand storytelling draws on theories like self-congruity, narrative transportation, and the elaboration likelihood model to build meaningful consumer connections. Inauthentic stories, however, can damage trust, as seen in recent brand controversies like Peloton’s and Bud Light’s. By focusing on immersive, narrative-driven strategies – such as VR experiences showcasing genuine sustainability efforts – brands can bypass accusations of virtue signaling. Rather than relying on overt value-based messaging, brands should leverage narrative immersion to foster trust, and deep, emotional resonance with audiences.