# Storydoing: what it is and how it works · Zorraquino
> Storydoing expresses a brand's narrative through actions, products or experiences that make it observable.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/storydoing.html

# Storydoing

Storydoing expresses a brand's narrative through actions, products or experiences that make it observable. It is related to storytelling, which focuses on how that narrative is told

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

The action should be consistent with the organisation's actual activity. [Storytelling](https://www.zorraquino.com/en/dictionary/digital-marketing/storytelling.html) can shape the narrative of those actions, but does not replace carrying them out. A striking event does not in itself demonstrate fulfilment of a promise. The proposition gains credibility when it is possible to explain what changes for people and how that behaviour is sustained beyond a campaign.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Storytelling](https://www.zorraquino.com/en/dictionary/digital-marketing/storytelling.html)
- [Experiential marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/engagement-marketing.html)
- [Brand purpose](https://www.zorraquino.com/en/dictionary/brand-purpose)