Storytelling Masterclass: Lessons From Kendrick Lamar's 2025 Super Bowl Performance
They not like us.
Kendrick Lamar’s 2025 Super Bowl halftime show wasn’t just a performance, it was a masterclass in storytelling that brands need to study. You weren’t just entertained. You were schooled. On multiple levels.
Most brands follow the same predictable storytelling formula: start with a relatable problem, introduce the character, show the struggle, present the solution, show the transformation, end with a CTA, and sprinkle in some social proof. It’s structured. It’s safe. It’s forgettable. But Kendrick? He didn’t play by the rules.
Instead of spoon-feeding a narrative, he dropped us straight into the action, no warm-up, no slow build. He used symbolism, movement, and lighting to create deeper meaning. He built tension that forced the audience to engage. His storytelling wasn’t just about words—it was about energy, emotion, and connection. Your brand storytelling should work the same way.
Forget the overused formulas. If you want your audience to truly care, you have to make them feel something before they even process the message.
5 Brand Storytelling Tactics to Consider
1. Create Tension from the Start
Most brand stories begin with a slow, drawn-out introduction, setting the stage, explaining the backstory, and easing the audience in. However, Kendrick didn’t waste time warming up the audience. He dropped them straight into the energy, intensity, and message.
How to use: Start with something unexpected. A bold statement. A striking visual. A question that challenges assumptions. The goal is to create immediate tension, something that makes your audience stop scrolling and pay attention. Example: Instead of saying, “Most businesses struggle with marketing,” say, “Your marketing isn’t failing because of the algorithm, it’s failing because your story is boring.” See the difference? One blends in; the other creates intrigue.
2. Use Non-Linear Storytelling
Most brand stories follow a predictable structure: A → B → C → Happy Ending. But the best storytellers, like Kendrick, play with structure. During his Super Bowl performance, he didn’t simply tell a chronological story. He jumped between emotions, perspectives, and timelines. This kept the audience engaged because they had to actively piece things together.
How to use: Instead of following a linear path, experiment with non-traditional storytelling. Flashbacks, contrasting perspectives, and parallel narratives can create depth and intrigue. Example: Apple doesn’t introduce a new product by starting with features. They tell human stories first,how people use their devices, how they impact lives, then weave in the product details.
3. Leverage Symbolism to Make Your Story Stick
Kendrick’s performance wasn’t just about music, it was about visual storytelling.
Everything in his show had meaning:
- Masked dancers → Representing the faceless system he challenges.
- Lighting shifts → Creating mood and tension.
- Song transitions → Hidden meanings in how one track led to another.
Symbols are powerful because they communicate without words. They make people feel something deeper without explicitly stating it.
How to use: For brands: Your visuals, color schemes, and messaging should carry meaning beyond their surface level. Every element should reinforce your brand’s narrative. Example: Luxury brands don’t need to say “we’re exclusive.” They use minimalist design, premium materials, and controlled scarcity to symbolize exclusivity. Nike doesn’t just sell shoes, they use powerful imagery of athletes pushing limits to symbolize resilience and greatness.
4. Make Your Audience Feel Before They Even Think
Kendrick’s song ‘They Not Like Us’ was an emotionally charged statement. The repetition of the phrase drilled the message into the audience’s mind. Before they could even process the lyrics intellectually, they already felt the energy, the confidence, the defiance.
How to use: Your audience should feel something before they even process the words on your website, ad, or social media post. Emotion should hit first, logic second. Example: Instead of saying, “Our platform helps businesses increase revenue,” say, “What if your business never had to chase leads again?” This creates an emotional reaction before the rational part of the brain kicks in.
5. Make Your Audience Engage, Not Just Observe
The best storytelling isn’t passive, it’s immersive. Kendrick didn’t just tell a story. He made the audience a part of it. He forced them to question, engage, and interpret the deeper meaning behind his performance.
How to use: Instead of just pushing messages at your audience, pull them into the experience. Leave room for curiosity, discovery, and engagement. Example: Patagonia doesn’t just say, “We care about sustainability.” They tell real stories about environmental activism and invite customers to take action with them. That level of engagement builds brand loyalty.
Bonus Tip: Build an Experience, Not Just a Story
Kendrick performance was multi-sensory, music, visuals, lighting, movement, tension. It wasn’t just about the words. It was about how everything worked together to make the audience feel something.
How to use: Your storytelling should go beyond just words on a page or a voiceover in a video. It should be an experience. Example: Think about Apple product launches. It’s not just a product reveal, it’s an event, a spectacle, a moment that people anticipate.
Want Your Brand Story to Stand Out?
✅ Ditch the formula.
✅ Create emotional impact.
✅ Make your audience feel something.
The audience isn’t dumb. Shape the stories how you want… they’re not slow.”Bear with me for a second, let me put y’all on game.” — Kendrick Lamar.
The brands that win are the ones that understand storytelling isn’t about information, it’s about connection. If your story doesn’t make people feel something, they’ll forget it. So, what are you going to do differently.
Ready to transform your online presence? See how we’ve helped others succeed. Check out our services, and if it aligns with your goals, reach out via my contact page. Let’s talk about boosting your brand awareness, generating leads, and driving consistent sales.
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