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stories build belief

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.

Verse

Share the ideas, passion, and perspectives that reveal bigger stories.
Imagine that your product’s purpose is a compass for telling its story. Without that crucial navigational tool—the reason for your product’s existence—there can be no clear direction. Positioning without purpose gets you nowhere. No matter how big or small your product, diagnostic, or device may be, positioning it using a purposeful approach makes all the difference in terms of its eventual success (or failure).