I like Air, Ramp, and Stripe! Duolingo for socials. Gamma could be interesting. Anthropic definitely has a certain warm cinematic aesthetic though I wouldn't say they're doing anything groundbreaking.
I think what makes brand storytelling good is what makes any kind of story good: having stakes, a good hook, plot, talking about actual people, actual trends in the world, and issues, not just about your product.
We're all super attuned to what feels like obvious marketing. But some of the companies above have made things a normal person would actually want to read in their free time. For example, Ramp's Economist puts out a lot of interesting data — he recently did a report on the most expensed New York City restaurants. Stripe Press has published amazing books. Air does awesome events with filmmakers and authors in New York. At Clay, we are trying to make YouTube videos and shows about topics that an everyday person would find interesting. There's always a way to hook it into your product somehow, but I feel like less is more if that makes any sense?
