Storytelling is how we articulate the brand in human terms. It reveals the relevant and compelling connection between a brand and its customers. And it sparks belief that ultimately changes behavior. As marketers, we can choose to make the story interesting and informational, or we can decide to make it epic.
To firmly position your brand in today’s crowded, narrowly-differentiated market, you’re going to need an idea. Not just any idea, your authentic idea. Your story.