In a consumer society where we are looking for products and experiences that represent our interests, our identity and our way of life, brand-positioning and differentiation become important for companies who want to stand out. Products may reflect the way we live, how we see ourselves, our values and our feelings. We express our lifestyles and identity through our selection of products. The changing hotel-consumption shows that we are now seeking an extra ordinary experience, not just an overnight stay. Hotels and other companies in the experience industry can choose to differentiate themselves through the use of storytelling as a marketing tool. Storytelling is a marketing strategy that involves delivering a message through a story instead presenting facts or statistics. Storytelling can create a myth around the product, creating expectations for the experience or enhance a unique concept. Researchers discover that storytelling becomes more and more common as the marketing strategy for brand positioning. Two small hotels that have chosen to use storytelling to enhance their concept is Hotell Gästis in Varberg and Stenkullen outside of Norrköping. These hotels are well known, well published and run by odd owners whose eccentric personalities and unusual interests represent their concepts. This paper presents how these hotelowners proceed to use stories to get the concepts to seem more interesting and exciting. Another thing that unites these hotelowners is that they are skeptic to marketing strategies and none of them have academic training in business management. According to some researchers, strategies for differentiation is essential for a company's survival. How does these hotels survive in a highly competitive market? Do they succeed to differentiate themselves and create strong brands without tailored strategies but with a good story?