--- title: How to Ensure Your Brand is Telling the Right Story description: How to ensure your brand is telling the right story image: https://hub.airfoilgroup.com/hubfs/2020%20Marketer%20eBook/Q4%20Micro%20Blog%201.jpg --- ### Topics - [Marketing Communications (64)](https://hub.airfoilgroup.com/blog/tag/marketing-communications) - [Airfoil News (48)](https://hub.airfoilgroup.com/blog/tag/airfoil-news) - [Digital Marketing (45)](https://hub.airfoilgroup.com/blog/tag/digital-marketing) - [Brand Marketing (42)](https://hub.airfoilgroup.com/blog/tag/brand-marketing) - [Trends (27)](https://hub.airfoilgroup.com/blog/tag/trends) - [Technology (24)](https://hub.airfoilgroup.com/blog/tag/technology) - [Insights (18)](https://hub.airfoilgroup.com/blog/tag/insights) - [Strategy (17)](https://hub.airfoilgroup.com/blog/tag/strategy) - [CES (15)](https://hub.airfoilgroup.com/blog/tag/ces) - [Product Launch (14)](https://hub.airfoilgroup.com/blog/tag/product-launch) - [Events/Trade Shows (10)](https://hub.airfoilgroup.com/blog/tag/events-trade-shows) - [Planning (10)](https://hub.airfoilgroup.com/blog/tag/planning) - [Mobility (9)](https://hub.airfoilgroup.com/blog/tag/mobility) - [Culture (5)](https://hub.airfoilgroup.com/blog/tag/culture) - [Social Media (4)](https://hub.airfoilgroup.com/blog/tag/social-media) - [Creativity (3)](https://hub.airfoilgroup.com/blog/tag/creativity) - [Retail Marketing (3)](https://hub.airfoilgroup.com/blog/tag/retail-marketing) - [Healthcare (2)](https://hub.airfoilgroup.com/blog/tag/healthcare) - [Innovation (2)](https://hub.airfoilgroup.com/blog/tag/innovation) - [Manufacturing (2)](https://hub.airfoilgroup.com/blog/tag/manufacturing) - [COVID-19 (1)](https://hub.airfoilgroup.com/blog/tag/covid-19) - [Development (1)](https://hub.airfoilgroup.com/blog/tag/development) - [Lead Generation (1)](https://hub.airfoilgroup.com/blog/tag/lead-generation) - [Paid Ads (1)](https://hub.airfoilgroup.com/blog/tag/paid-ads) ### Newsletter ### Recent Articles [![Airfoil Group](https://dev-airfoil-rebrand-2020.pantheonsite.io/wp-content/uploads/2020/05/Asset-3@3x-100f-1.png)](https://airfoilgroup.com/) [PR · Marketing · Digital](https://airfoilgroup.com/) - [Our Work](https://airfoilgroup.com/our-work) - [Solutions](https://airfoilgroup.com/services) - [Culture](https://airfoilgroup.com/culture) - [Insights](https://hub.airfoilgroup.com/blog) - [Careers](https://airfoilgroup.com/airfoil-careers) - [Partner with us](https://airfoilgroup.com/partner-with-us) [Marketing Communications](https://hub.airfoilgroup.com/blog/topic/marketing-communications), [Brand Marketing](https://hub.airfoilgroup.com/blog/topic/brand-marketing) ## [How to Ensure Your Brand is Telling the Right Story](https://hub.airfoilgroup.com/blog/how-to-ensure-your-brand-is-telling-the-right-story-0) By Airfoil Group **Published from the Airfoil Archives...** 2016 marked a shift from traditional marketing to brand storytelling. As we look towards the next three years, marketing professionals will need to master emerging trends and find unique ways to insert brands into these conversations – some of which may already be on your radar (think VR) but others you don’t yet dare to predict (think continued shifts under President Trump). Through work with top tech brands like Microsoft and Comcast, we’ve gained insight into the ways in which technology transforms marketing. Below, we take a look at how storytelling is likely to evolve and [how to best position](https://hub.airfoilgroup.com/blog/4-tips-for-defining-your-brand-voice) your business for success. **Prediction Snapshot** - **All information will become entertainment.** Data, reports, news, polls, studies—every form of marketing communications will be presented visually, in animation, with two-way engagement. Marketers also will have to get more creative with the ways they collect data as customers become less willing to complete forms and click ads. - **Brands will increasingly become full-time publishers**, investing in ways to mobilize and move their own brand followings instead of paying for third parties to carry their messages. More than sponsored content, brands become the original and only source of content, which will make developing loyal followers more important than ever. **Recommendation for the 2020 Marketer:** Invest in content marketing but avoid abandoning traditional media relations. The need to develop deep relationships with media – and transform them into brand advocates – will be greater than ever; the nature of media and the journalists and sites where news is generated simply will have changed. ![Q4 Micro Blog 1.jpg](https://hub.airfoilgroup.com/hubfs/2020%20Marketer%20eBook/Q4%20Micro%20Blog%201.jpg) For more on how to better prepare your marketing communications strategy for the next decade, download the 2020 Marketer eGuide below.  [![Download 2020 Marketer eGuide](https://no-cache.hubspot.com/cta/default/455756/6f759ad6-812a-4f14-9f64-738436c3d954.png)](https://cta-redirect.hubspot.com/cta/redirect/455756/6f759ad6-812a-4f14-9f64-738436c3d954) ![Airfoil Group](https://hub.airfoilgroup.com/hubfs/Untitled-1.jpg) Written by [Airfoil Group](https://hub.airfoilgroup.com/blog/author/airfoil-group) @airfoilgroup ### Topics - [Marketing Communications (64)](https://hub.airfoilgroup.com/blog/tag/marketing-communications) - [Airfoil News (48)](https://hub.airfoilgroup.com/blog/tag/airfoil-news) - [Digital Marketing (45)](https://hub.airfoilgroup.com/blog/tag/digital-marketing) - [Brand Marketing (42)](https://hub.airfoilgroup.com/blog/tag/brand-marketing) - [Trends (27)](https://hub.airfoilgroup.com/blog/tag/trends) - [Technology (24)](https://hub.airfoilgroup.com/blog/tag/technology) - [Insights (18)](https://hub.airfoilgroup.com/blog/tag/insights) - [Strategy (17)](https://hub.airfoilgroup.com/blog/tag/strategy) - [CES (15)](https://hub.airfoilgroup.com/blog/tag/ces) - [Product Launch (14)](https://hub.airfoilgroup.com/blog/tag/product-launch) - [Events/Trade Shows (10)](https://hub.airfoilgroup.com/blog/tag/events-trade-shows) - [Planning (10)](https://hub.airfoilgroup.com/blog/tag/planning) - [Mobility (9)](https://hub.airfoilgroup.com/blog/tag/mobility) - [Culture (5)](https://hub.airfoilgroup.com/blog/tag/culture) - [Social Media (4)](https://hub.airfoilgroup.com/blog/tag/social-media) - [Creativity (3)](https://hub.airfoilgroup.com/blog/tag/creativity) - [Retail Marketing (3)](https://hub.airfoilgroup.com/blog/tag/retail-marketing) - [Healthcare (2)](https://hub.airfoilgroup.com/blog/tag/healthcare) - [Innovation (2)](https://hub.airfoilgroup.com/blog/tag/innovation) - [Manufacturing (2)](https://hub.airfoilgroup.com/blog/tag/manufacturing) - [COVID-19 (1)](https://hub.airfoilgroup.com/blog/tag/covid-19) - [Development (1)](https://hub.airfoilgroup.com/blog/tag/development) - [Lead Generation (1)](https://hub.airfoilgroup.com/blog/tag/lead-generation) - [Paid Ads (1)](https://hub.airfoilgroup.com/blog/tag/paid-ads) ### Recent Articles ### Newsletter #### Related posts [![Beyond Brand Awareness: A Playbook for Proving Earned Media ROI in B2B Tech](https://hub.airfoilgroup.com/hubfs/iStock-1507425743.jpg)](https://hub.airfoilgroup.com/blog/beyond-brand-awareness-a-playbook-for-proving-earned-media-roi-in-b2b-tech) [Marketing Communications](https://hub.airfoilgroup.com/blog/topic/marketing-communications) / May 19, 2026 ##### [Beyond Brand Awareness: A Playbook for Proving Earned Media ROI in B2B Tech](https://hub.airfoilgroup.com/blog/beyond-brand-awareness-a-playbook-for-proving-earned-media-roi-in-b2b-tech) By Angela Leon [Read more](https://hub.airfoilgroup.com/blog/beyond-brand-awareness-a-playbook-for-proving-earned-media-roi-in-b2b-tech) [![What is Substack? And Why Does It Matter for Your Communications Plan?](https://hub.airfoilgroup.com/hubfs/Substack%20Option%205%20-%20Hero.jpg)](https://hub.airfoilgroup.com/blog/what-is-substack-and-why-does-it-matter-for-your-communications-plan) [Marketing Communications](https://hub.airfoilgroup.com/blog/topic/marketing-communications) / July 22, 2025 ##### [What is Substack? And Why Does It Matter for Your Communications Plan?](https://hub.airfoilgroup.com/blog/what-is-substack-and-why-does-it-matter-for-your-communications-plan) By Airfoil Group [Read more](https://hub.airfoilgroup.com/blog/what-is-substack-and-why-does-it-matter-for-your-communications-plan) [![The Future of Public Relations: USC Annenberg’s 2025 Global Communication Report](https://hub.airfoilgroup.com/hubfs/future%20of%20PR%20blog%20-%20Hero%20%E2%80%93%201.jpg)](https://hub.airfoilgroup.com/blog/the-future-of-public-relations-usc-annenbergs-2025-global-communication-report) [Marketing Communications](https://hub.airfoilgroup.com/blog/topic/marketing-communications) / June 24, 2025 ##### [The Future of Public Relations: USC Annenberg’s 2025 Global Communication Report](https://hub.airfoilgroup.com/blog/the-future-of-public-relations-usc-annenbergs-2025-global-communication-report) By Airfoil Group [Read more](https://hub.airfoilgroup.com/blog/the-future-of-public-relations-usc-annenbergs-2025-global-communication-report) ### Topics - [Marketing Communications (64)](https://hub.airfoilgroup.com/blog/tag/marketing-communications) - [Airfoil News (48)](https://hub.airfoilgroup.com/blog/tag/airfoil-news) - [Digital Marketing (45)](https://hub.airfoilgroup.com/blog/tag/digital-marketing) - [Brand Marketing (42)](https://hub.airfoilgroup.com/blog/tag/brand-marketing) - [Trends (27)](https://hub.airfoilgroup.com/blog/tag/trends) - [Technology (24)](https://hub.airfoilgroup.com/blog/tag/technology) - [Insights (18)](https://hub.airfoilgroup.com/blog/tag/insights) - [Strategy (17)](https://hub.airfoilgroup.com/blog/tag/strategy) - [CES (15)](https://hub.airfoilgroup.com/blog/tag/ces) - [Product Launch (14)](https://hub.airfoilgroup.com/blog/tag/product-launch) - [Events/Trade Shows (10)](https://hub.airfoilgroup.com/blog/tag/events-trade-shows) - [Planning (10)](https://hub.airfoilgroup.com/blog/tag/planning) - [Mobility (9)](https://hub.airfoilgroup.com/blog/tag/mobility) - [Culture (5)](https://hub.airfoilgroup.com/blog/tag/culture) - [Social Media (4)](https://hub.airfoilgroup.com/blog/tag/social-media) - [Creativity (3)](https://hub.airfoilgroup.com/blog/tag/creativity) - [Retail Marketing (3)](https://hub.airfoilgroup.com/blog/tag/retail-marketing) - [Healthcare (2)](https://hub.airfoilgroup.com/blog/tag/healthcare) - [Innovation (2)](https://hub.airfoilgroup.com/blog/tag/innovation) - [Manufacturing (2)](https://hub.airfoilgroup.com/blog/tag/manufacturing) - [COVID-19 (1)](https://hub.airfoilgroup.com/blog/tag/covid-19) - [Development (1)](https://hub.airfoilgroup.com/blog/tag/development) - [Lead Generation (1)](https://hub.airfoilgroup.com/blog/tag/lead-generation) - [Paid Ads (1)](https://hub.airfoilgroup.com/blog/tag/paid-ads) ### Newsletter ### Recent Articles [![Asset 3@3x-100f 1](https://dev-airfoil-rebrand-2020.pantheonsite.io/wp-content/uploads/2020/05/Asset-3@3x-100f-1.png "Asset 3@3x-100f 1")](https://hub.airfoilgroup.com/) ![Worldcom logo](https://airfoilgroup.com/wp-content/uploads/2024/03/airfoil-footer-logos-2024.png) [Our Work](https://airfoilgroup.com/case-studies/) [Solutions](https://airfoilgroup.com/services/) [Culture](https://airfoilgroup.com/process/) [Insights](https://hub.airfoilgroup.com/blog) [Careers](https://airfoilgroup.com/about/) [Partner with us](https://airfoilgroup.com/contact/) ![](https://airfoilgroup.com/wp-content/themes/wordpress-theme/dist/images/icons/icon-map-pin--red.svg) Airfoil Group 32300 Northwestern Highway Suite 225 Farmington Hills, MI 48334 ![](https://airfoilgroup.com/wp-content/themes/wordpress-theme/dist/images/icons/icon-phone--red.svg) [+1-248-304-1400](tel:+12483041400) ![](https://airfoilgroup.com/wp-content/themes/wordpress-theme/dist/images/icons/icon-email--red.svg) [hello@airfoilgroup.com](mailto:hello@airfoilgroup.com)