When people get together to talk about telling a “brand story”, often what we end up discussing is the overall value of the brand itself. It’s hard to avoid and we quickly run into a dead end. But the brand story is different than the brand’s stories (#ApostrophesMatter). Let’s explore.
Enough about me – tell me a story about me
The reason marketers struggle with the brand’s stories is that brand values usually aren’t anything we can use as the foundation of a compelling st