Podcast Summary: Behind the Numbers - "The Missing Link in Omnichannel: How Authentic Brand Storytelling Drives Real Connection"

Release Date: July 28, 2025

Introduction

In the July 28, 2025 episode of EMARKETER’s "Behind the Numbers" podcast, host Marcus engages with senior director Jeremy Goldman and Vice President of Brand Marketing Heidi Or Dusky to explore the pivotal role of authentic brand storytelling within omnichannel strategies. Sponsored by Quad, the episode delves into how genuine narratives foster deeper connections between brands and consumers, ultimately enhancing marketing efficiency and ROI.

Authentic Storytelling in Omnichannel Strategy

The conversation swiftly moves from casual banter to the core topic: authentic brand storytelling as the missing link in omnichannel marketing. Marcus introduces the subject by asking Heidi to define authentic storytelling in practice.

Heidi emphasizes that authentic storytelling goes beyond mere campaigns or mission statements. She states:

“Storytelling isn't so literal. It’s also how you’re behaving as a brand because that’s what consumers are picking up on the most” (04:46).

She highlights that authenticity is perceived through consistent brand behavior across all consumer touchpoints, reinforcing the brand’s true essence.

Consistency Across Channels

Building on the importance of authenticity, Marcus references previous discussions about maintaining a consistent story across all platforms. Heidi reinforces this by noting:

“If you’re telling the same story no matter where it shows up, then consumers are more likely to believe in your brand” (05:38).

She elaborates that inconsistency can lead to consumer skepticism, as consumers possess strong “BS detectors” and are quick to call out brands that diverge from their established narratives. Jeremy adds that data supports the necessity of consistent storytelling, likening it to the confidence one displays on a first date:

“You say I know who I am. And you puff out your chest and you're very confident. That's the kind of thing that you need to do as a brand if you want to attract attention” (07:14).

Engaging Customers as Part of the Story

Heidi discusses exemplary brands that successfully integrate customers into their narratives, turning consumers into active participants in the brand story. She mentions Chick-fil-A and YNAB as prime examples:

“Chick-fil-A is at the center of their campaigns where they're bringing people in and telling real stories” (08:30).

“Ynab is a brand that I personally love. Customers are at the center of everything they do” (08:30).

She also references Dick’s Sporting Goods and Delta Airlines, illustrating how these brands enhance customer experience through thoughtful engagement and investment:

“Delta is creating a really deep value exchange here. Thank you for being a customer. In return, here's all the things we're going to give you” (09:22).

Jeremy concurs, emphasizing the diversity of approaches brands can adopt to involve customers authentically.

Print vs. Digital Media in Authenticity

A significant portion of the discussion focuses on the comparative authenticity of print versus digital media. Heidi shares insights from recent research conducted in collaboration with Harris Poll:

“71% of the people surveyed feel that print is more authentic in terms of being able to connect with a brand than digital is” (14:08).

She explains that while digital media is essential and functional, it often lacks the tangible, immersive qualities that print provides. This tactile experience fosters a deeper emotional connection, something digital channels struggle to replicate. Marcus adds psychological perspectives, citing Heather Rose Artouch’s work on comprehension and retention differences between print and digital:

“Comprehension is six to eight times better with physical books than e-readers” (17:18).

He discusses how physical interactions with print media enhance information retention and facilitate social connections, aspects that digital media often bypasses.

Packaging as a Brand's Handshake

Transitioning to the role of packaging, Heidi describes it as a crucial tactile representation of a brand:

“Packaging is that tactile form of experiencing a brand. It's telling me a story about your brand... It is quite literally that handshake because you’re holding it” (20:23).

She compares packaging to a first impression in a social setting, where the physical interaction with packaging can significantly influence consumer perception and brand loyalty. Jeremy emphasizes the viral nature of unboxing experiences, linking it back to the importance of physical engagement:

“Unboxing experience... it should tell a lot of us how important it is to actually touch things” (20:58).

Notable Brand Examples

Throughout the episode, several brands are highlighted as models of effective authentic storytelling:

• Chick-fil-A: Engages customers through real, relatable stories in their campaigns.
• YNAB (You Need A Budget): Centers its brand around customer interactions and feedback.
• Dick’s Sporting Goods: Enhances retail experiences by allowing customers to interact with products firsthand.
• Delta Airlines: Invests in customer-centric projects like rebuilding LaGuardia Airport to foster loyalty.
• Nike: Recently reintroduced high-impact storytelling to reconnect with their brand origins, moving away from an overemphasis on performance marketing.

Research Insights: "Return of Touch"

Heidi concludes by discussing the "Return of Touch" report, which underscores the consumer's desire for a blend of physical and digital interactions. The research suggests that:

• Consumers Control Their Omnichannel Experience: They actively seek and curate their interactions with brands across various channels.
• Desire for Physical Interactions: There is a significant craving for tactile experiences that digital media cannot fulfill.
• Psychological Needs Met by Physical Media: Physical interactions satisfy psychological needs for connection, surprise, and delight.

Heidi advises brands to remap the customer journey, integrating both physical and digital elements to meet consumer expectations comprehensively.

Conclusion

The episode wraps up with Marcus highlighting the importance of resetting omnichannel strategies to incorporate authentic storytelling, as outlined in the "Return of Touch" report. He encourages listeners to access the full report via the show notes for a deeper understanding.

Notable Quotes

• Heidi Or Dusky: “Storytelling isn't so literal. It’s also how you’re behaving as a brand because that’s what consumers are picking up on the most.” (04:46)
• Jeremy Goldman: “You say I know who I am. And you puff out your chest and you're very confident. That's the kind of thing that you need to do as a brand if you want to attract attention.” (07:14)
• Heidi Or Dusky: “71% of the people surveyed feel that print is more authentic in terms of being able to connect with a brand than digital is.” (14:08)
• Heidi Or Dusky: “Packaging is that tactile form of experiencing a brand. It's telling me a story about your brand... It is quite literally that handshake because you’re holding it.” (20:23)

Final Thoughts

This episode of "Behind the Numbers" offers invaluable insights into the significance of authentic storytelling within omnichannel marketing. By blending physical and digital strategies, brands can foster genuine connections with consumers, enhancing loyalty and driving long-term success. For marketers, retailers, and advertisers looking to stay ahead in the evolving digital landscape, embracing these storytelling principles is essential.