Data Storytelling for Reputation Management: A Multiple Case Study of Formula 1, Patagonia & Spotify

Author

• Michael O. P. Lowsley-Williams, CUNY Bernard M Baruch CollegeFollow

Date of Award

Fall 12-19-2025

Document Type

Thesis

Degree Name

Master of Arts (MA)

Program of Study

Communication - Corporate Communication

Language

English

First Advisor

Caryn E. Medved, PhD

Second Advisor

Minna Logemann, PhD

Abstract

This thesis investigates data storytelling as a reputation management strategy by examining how organizations leverage data narratives to enhance brand identity, build stakeholder trust, and reshape public perception. Through analysis and comparison of three qualitative case studies of Patagonia, Formula 1, and Spotify, this research explores how these companies construct and utilize data-driven narratives to address reputational challenges across distinct industry contexts. Drawing on elements of framing, situational crisis and stakeholder theories as well as the concepts of encoding and decoding, this study analyzes narrative structures, framing devices, and audience engagement tactics within reports, campaigns, and multimedia content from 2015-2025. Findings demonstrate that effective data storytelling operates multifacetedly: Patagonia's model emphasizes ethical transparency and long-term credibility; Formula 1's model stresses entertainment-led accessibility and reputational turnaround; and Spotify's model emphasizes hyper-personalization and platform responsibility. However, research also reveals that stakeholders do not interpret data narratives uniformly; some remain skeptical or resistant, indicating that data storytelling is more complex than narratives suggest. The research contributes theoretical and practical insights for organizations seeking to transform data into reputational advantage in an increasingly skeptical digital landscape.

Recommended Citation

Lowsley-Williams, Michael O. P., "Data Storytelling for Reputation Management: A Multiple Case Study of Formula 1, Patagonia & Spotify" (2025). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/218