Adhesive’s approach to Storytelling
In today’s media landscape, attention is limited and trust is hard-won. Brands are competing not just for coverage, but for relevance - and relevance is earned through story, not volume.
We’re often asked what separates effective PR from activity that simply fills a calendar. The answer almost always comes back to storytelling. Not as a creative flourish, but as a strategic discipline - one that shapes perception, builds credibility and gives audiences a reason to care.
That’s why we’re sharing how we think about storytelling at Adhesive. Not as a formula to follow, but as a framework that has been refined through real-world application across industries, markets and moments of change.
What follows is the approach we use to help brands clarify their narrative, earn attention and create stories that last.
Our approach to storytelling
Since 2012, storytelling has been central to the way we work at Adhesive. It underpins how we help brands clarify who they are, articulate why they matter, and ensure their stories are remembered. We call this approach Stories that Stick.
At the heart of every effective story is structure. Timeless narratives - from Titanic to Toy Story and Star Wars - endure because they follow a clear arc. This arc creates momentum, builds tension and, ultimately, earns attention.
We apply the same principle to brand storytelling.
The Adhesive story arc
Our storytelling framework is built around seven connected acts. Together, they create clarity, relevance and impact:
Identifying the hero
Understanding the hero’s problem
Introducing the shepherd
Formulating a clear plan
Triggering action
Avoiding failure
Realising success
Each act plays a distinct role in shaping a narrative that feels human, purposeful and complete.
The hero
In brand storytelling, it’s easy to position the business as the hero. In reality, the true hero is your audience.
Understanding your customer - their needs, motivations and challenges - is essential to building a story that resonates. The deeper this understanding, the more effectively your narrative can connect and endure. When customers see themselves reflected in the story, engagement follows naturally.
The shepherd
This is where the brand steps in.
The shepherd is not the protagonist, but the guide. By clearly articulating the external, internal and philosophical problems your audience faces, brands demonstrate empathy and authority in equal measure.
While many organisations focus on solving practical, external challenges, decisions are often driven by internal concerns and deeper beliefs. Recognising all three layers allows brands to guide rather than sell.
An example from Toy Story:
External problem: Andy may choose Buzz over Woody
Internal problem: Woody fears he is no longer valued
Philosophical problem: Everyone deserves belonging and connection
This structure mirrors how audiences process stories - and how they make decisions.
Engaging the audience
Once the hero’s problem is established, engagement depends on clarity and momentum.
Effective stories show what’s at stake. They help audiences understand what they risk losing by inaction and what they stand to gain by moving forward. By presenting a clear plan and inviting action, brands create commitment rather than passive attention.
Realising success
Every strong narrative leads somewhere.
Success must be clearly defined and consistently reinforced throughout the story. Whether the outcome is confidence, simplicity, clarity or transformation, audiences need to understand what success looks like and how it can be achieved.
This clarity is what turns storytelling into impact.
For over a decade, Adhesive has helped brands apply this discipline to their own narratives - creating stories that don’t just get noticed, but endure. It’s how we help brands move beyond visibility, and into stories that stick.
If you’d like to explore what your next storytelling moment could look like, drop us a note at hello@adhesivepr.com.au