Forbes.com: The Foundation Of A Brilliant Brand Story.
In his latest Forbes.com article for August 2016, The Foundation Of A Brilliant Brand Story, he notes that..."A brilliant brand story matters. A well-crafted story puts your users or customers in a unique setting where they can visualize your product and service within a specific context. A world that we, as marketers, create, and they, as customers, help shape. An engaging brand story hits on four major points as its foundation for success: it is connected, positioned, visualized, and architected. And if done well, it accomplishes a difficult challenge: We captivate and connect,moving consumers to want more."
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