Reading Time: 5 minutes Storytelling is of course very much an idea whose time has come. And brands are increasingly using story formats to express themselves and to explain their place in the market and the world. But, what gives a story “lean-in” value? What turns any brand story into a great brand story? In this TED talk, filmmaker […]
Category: Brand stories
What does it take to be a brand storyteller?
Reading Time: 4 minutes “Storytelling” is the new panacea. But when every brand has a story, and many of the stories are interchangeable, none of those stories matter. It takes more than that to be a brand storyteller. Being articulate as a brand is actually an artful science. Say too little and you risk being talked-over and seen-past. But […]