{"id":12438,"date":"2026-05-18T01:28:36","date_gmt":"2026-05-18T05:28:36","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/05\/18\/does-your-brand-have-lore\/"},"modified":"2026-05-16T16:29:25","modified_gmt":"2026-05-16T20:29:25","slug":"does-your-brand-have-lore","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/does-your-brand-have-lore\/12438\/","title":{"rendered":"Does your brand have lore?"},"content":{"rendered":"\n

By Sam Pepper, Global Executive Creative Director, AVANTGARDE<\/em><\/p>\n\n\n\n\n\n

You\u2019re at King\u2019s Cross station. You\u2019ve spotted the sign for platform 9\u00be.<\/p>\n\n\n\n\n\n\n\n

You don\u2019t need to be a die-hard Harry Potter fan to know what to do. Even if your entire exposure to the Wizarding World amounts to half a film watched on a long-haul flight, you\u2019ve absorbed enough by osmosis to know how to have an adventure in this world. You know the rules, the rhythms, the feeling of the place. You know your role in the story.<\/p>\n\n\n\n\n\n\n\n

That\u2019s lore. Not rules written down somewhere, but the accumulated stories, history and knowledge that make a world feel complete and make your place within it feel instinctive.<\/p>\n\n\n\n\n\n\n\n

Lore is what makes a world feel lived-in. And the best brands in the world have figured out how to build it.<\/p>\n\n\n\n\n

The freedom lore buys you<\/strong><\/h2>\n

Take Red Bull. Over decades, they\u2019ve assembled one of the most extraordinary bodies of brand storytelling ever created: soapbox derbies down city streets, cliff diving competitions, Felix Baumgartner jumping from the edge of space.<\/p>\n\n\n\n\n\n

Each one is a story in its own right. Together, they accumulate into something much bigger: a world defined by the truth that Red Bull gives you wings. The enabling force to dive headlong into whatever you want to do. Serious or silly, death-defying or delightfully absurd, Red Bull says yes to it all.<\/p>\n\n\n\n\n\n\n\n

Red Bull\u2019s lore is so well established, they could announce tomorrow that they are releasing extreme sports insurance. Out of context, that sounds bizarre. In the context of Red Bull\u2019s world? It\u2019s completely obvious. You can have that one for free, Red Bull. Call us.<\/p>\n\n\n\n\n

Lore creates shortcuts<\/strong><\/h2>\n

Think about how cinematic universes work. Marvel, Star Wars, the Wizarding World \u2013 these franchises have built such rich lore that new storylines almost write themselves. The universe creates shortcuts to entry. Every new story has a foundation to build from rather than starting from zero.<\/p>\n\n\n\n\n\n

Brands that invest in building lore work the same way. Experiences become richer because audiences arrive with context. There\u2019s an unspoken understanding of the kind of world they\u2019re entering, which allows a brand to move from simply showing up to genuinely immersing people.<\/p>\n\n\n\n\n\n\n\n

The brands that do this best, think Red Bull, Lego, Disney, often make it look almost accidental. As if the lore accumulated naturally over time. But it doesn\u2019t. It\u2019s built deliberately, through consistent storytelling, repeated across touchpoints, events, channels and experiences. Lore must be tended to.<\/p>\n\n\n\n\n

Lore isn’t your brand guidelines<\/strong><\/h2>\n

Brand guidelines, visual identity and tone of voice make up how your brand looks and sounds. But lore? That\u2019s something altogether different. It\u2019s the accumulated knowledge and history that gives people an instinctive sense of who you are and what\u2019s possible in your world.<\/p>\n\n\n\n\n\n

Liquid Death is a great recent example of leaning into lore from scratch. Founder Mike Cessario was at Warped Tour when he noticed rock musicians contractually obliged to drink energy drinks on stage quietly switching to water the moment the cameras weren\u2019t on them. That observation became the seed of an entire brand world, rooted in punk and metal culture, built on rebellion, humour and a cheerful contempt for corporate wellness.<\/p>\n\n\n\n\n\n\n\n

Everything that followed stuck to these principles. By the time they released a skateboard infused with Tony Hawk\u2019s blood or a death metal album, those things didn\u2019t need explaining. Having a fully fleshed out world allowed those stunts to land with heft.<\/p>\n\n\n\n\n\n\n\n

Experiential 101 \u2013 a product display, a branded photo moment, a DJ in the corner – doesn\u2019t do that. It\u2019s not that it\u2019s wrong. It\u2019s just thin. There\u2019s no world in which to truly immerse people.<\/p>\n\n\n\n\n\n\n\n

But what about brands that are already out there? Let\u2019s take Travelodge. Currently its lore is dodgy rooms in dodgy places (sorry, Travelodge). But imagine if they build lore from the anything-could-happen joy of the roadtrip. Your room comes with a second-hand paperback to keep you company on your journey and there\u2019s a midnight feast for our adventurers. You no longer stay at Travelodge out of necessity. You stay there because the kids remember glorious 2am pizza, and you bonded with your dad over the Douglas Adams when you got home.<\/p>\n\n\n\n\n\n\n\n

There\u2019s a neurological reason why this matters more than brands typically acknowledge. Immersive experiences engage the brain at a deeper level, quietening the part of your mind that\u2019s already somewhere else, half-present, thinking about what\u2019s for dinner. When that noise stops, you can create the kind of emotional memory that changes how people feel about a brand long after the event is over.<\/p>\n\n\n\n\n\n\n\n

A pop-up, branded DJ set doesn\u2019t get anywhere near that threshold.<\/p>\n\n\n\n\n

So where do you start?<\/strong><\/h2>\n

The good news is that it is never too late to start. You don\u2019t need decades of heritage like Red Bull or a punk founder with a nose for counterculture. You just need to draw a line in the sand and get intentional.<\/p>\n\n\n\n\n\n

One useful way in is to imagine your brand as a theme park. Walk around it. What\u2019s the first thing you see when you step through the entrance? What can you do here that you can\u2019t do anywhere else in the world? What kind of people are here, and what are they doing? What does it feel like to be inside this world?<\/p>\n\n\n\n\n\n\n\n

The answers to those questions are the beginning of your experiential principles. Once you have those, you have something to build from.<\/p>\n\n\n\n\n\n\n\n

And remember, lore isn\u2019t a fixed destination. The best brand worlds grow over time, stretching into new territory, bringing in new audiences, surprising people in ways that still feel completely true to the world that\u2019s been built. That freedom to evolve and do the unexpected is earned through consistency.<\/p>\n\n\n\n\n\n\n\n

So, does your brand have lore? And if not, what are you waiting for?<\/p>\n","protected":false},"excerpt":{"rendered":"

The answers to these questions are the beginning of your experiential principles.<\/p>\n","protected":false},"author":21,"featured_media":12439,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[32],"topics":[2],"class_list":["post-12438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-experiential","topics-editorial"],"acf":[],"yoast_head":"\nDoes your brand have lore? | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/does-your-brand-have-lore\/12438\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does your brand have lore?\" \/>\n<meta property=\"og:description\" content=\"The answers to these questions are the beginning of your experiential principles.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/does-your-brand-have-lore\/12438\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-18T05:28:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Does-your-brand-have.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Becky Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Becky Johnson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-your-brand-have-lore\\\/12438\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-your-brand-have-lore\\\/12438\\\/\"},\"author\":{\"name\":\"Becky Johnson\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\"},\"headline\":\"Does your brand have lore?\",\"datePublished\":\"2026-05-18T05:28:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-your-brand-have-lore\\\/12438\\\/\"},\"wordCount\":1011,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-your-brand-have-lore\\\/12438\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Does-your-brand-have.jpg\",\"keywords\":[\"Experiential\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-your-brand-have-lore\\\/12438\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-your-brand-have-lore\\\/12438\\\/\",\"name\":\"Does your brand have lore? 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