Fleeting Stories and Reels, oh my! Writing is our anchor to connection, clarity, and storytelling.
Storytelling isn’t new. Humans have used it to make sense of the world since the first flickering fireside tales. But in today’s corporate landscape, it’s become a cornerstone of brand identity. Writing is what transforms a company from a faceless conglomerate into a living, breathing entity that consumers feel connected to.
Think of Patagonia’s commitment to environmentalism. Their story isn’t just about selling fleece jackets; it’s about a movement. Every word they write—from their website copy to their Instagram captions—reinforces their identity as a brand that cares deeply for the planet. This consistency is what turns customers into advocates.
Now compare that to brands that rely solely on visuals. Sure, a sleek logo or cinematic ad can catch attention, but it’s the words that invite us to linger, to think, to trust. Writing builds the emotional bridge. It’s the “why” behind the image and the “who” behind the product. In a world that increasingly prioritizes aesthetics over substance, writing is how brands remind us that they’re human—or at least aspire to be.
The Threat of Anti-Intellectualism
Let’s address the elephant in the room: anti-intellectualism. It’s a term that feels big and academic, but its impact is alarmingly personal. Simply put, anti-intellectualism is the dismissal of critical thought, expertise, and knowledge in favor of gut feelings, trends, or “vibes.”
It’s why misinformation spreads like wildfire on social media. Why nuanced debates are reduced to polarizing hashtags. Why books are being banned in schools across the U.S., as if ideas themselves are dangerous.
And let’s not pretend this is a fringe issue. The rise of anti-intellectualism is deeply tied to our hyper-digital age. When algorithms prioritize what’s clickable over what’s meaningful, depth is sacrificed for virality. Videos with catchy soundbites outpace carefully crafted essays. Memes overshadow meaningful dialogue.
So, where does writing fit into this chaotic landscape? Writing is resistance. It’s an act of rebellion against the quick-scroll culture that asks us to consume without questioning. Writing forces us to slow down, to reflect, to grapple with complexity. In marketing, it’s what allows brands to cut through the noise and say something worth listening to.
Fleeting Visuals and Why Words Endure
It’s no secret that we live in a world dominated by visuals. From Instagram reels to YouTube shorts, pictures and videos reign supreme. And why not? A picture can tell a story faster than you can say, “Once upon a time.”
But here’s the catch: visuals are fleeting. They grab attention but rarely hold it. Think about the last time you scrolled through Instagram. How many posts can you actually recall? Now think about the last essay or article that made you pause. The one that lingered in your mind hours—or even days—later.
That’s the power of writing. It isn’t just about grabbing attention; it’s about creating resonance. A well-written story invites us to sit with it, to revisit it, to let it change the way we see the world.
In marketing, this is crucial. Visuals might get someone to stop scrolling, but it’s the words that persuade them to act—whether that’s buying a product, joining a cause, or simply thinking differently. Brands that ignore the importance of writing in favor of purely visual strategies are leaving depth and longevity on the table. In a digital landscape where content disappears in 24-hour stories or is buried under endless scrolling, writing is how we preserve what matters. It’s how brands document their values, their journey, and their vision for the future.
Take a company like Nike. Sure, their iconic swoosh is instantly recognizable, but it’s their words—Just Do It—that have made them a cultural touchstone. Those three words encapsulate an ethos that goes beyond sneakers and into the realm of personal empowerment.
Writing isn’t just important for brands; it’s vital for individuals. In an age where we document everything except what we feel, writing allows us to preserve not just moments, but meaning. It’s no longer cool to be nonchalant online.
The Cons of a Visual-First Culture
Relying solely on visuals has its downsides. For one, it feeds into the culture of immediacy. A picture might spark a reaction, but it rarely fosters understanding. Videos can entertain, but they often prioritize spectacle over substance.
This isn’t to say visuals don’t have their place—they do. But when they dominate the cultural conversation, they leave little room for the quiet power of words. Writing asks us to dig deeper, to engage with ideas rather than just images. In a world that’s increasingly shallow, writing offers depth.
Writing For Brands, For Us, For Everyone
The truth is, writing has never been just about the words. It’s about what those words represent: thought, connection, and memory. For brands, it’s the story that turns customers into communities. For individuals, it’s the mirror that shows us who we were, who we are, and who we’re becoming.
In a time when anti-intellectualism is rising and visuals are prioritized over ideas, writing remains an anchor. It grounds us in reality while allowing us to imagine something better. It’s how we connect with one another in a world that often feels too fast to hold on to.
So, pick up the pen. Or open the Notes app. Whether you’re crafting a journal entry, a brand manifesto, or a love letter, remember: writing matters. Capture not where you are or what you’re doing, but the importance of being present — the journey of your growth, your brand, you.
Margaret Dalene Armstrong 