How ESPN and BrightDrop use storytelling for purpose, empathy

A well-told brand story takes audiences on a narrative journey. Communicators’ strategically timed messages can guide internal or external audiences on a brand journey – and elicit a reaction.

But even the most skillful words in your story are no substitute for action. When your storytelling doesn’t align with action or results, employees and external audiences won’t hesitate to call it out.  

During this time of the Great Reshuffling, engaging employees and celebrating your purpose require you to anchor a brand story to actionable commitments. Ragan’s virtual Brand Storytelling conference on April 13 will feature sessions on both. Ahead of the show, here’s how our speakers use brand storytelling to encourage employee empathy and promote purpose.

Fostering employee empathy through storytelling

When COVID-19 brought the world to a sudden halt in 2020, the world of sports took a particular hit. This presented a special challenge for ESPN, which needed a way to foster resilience, teamwork and unity among employees, communities, sports leagues, advertisers and other partners.