Story Enables a Brand to Take People

1. Story Enables a Brand to Take People PETE CANALICHIO The crucial contribution that story brings to a brand is involvement; storying gives people a narrative to interact with. If you add scale to your brand, but don’t expand your story to match, you will add weight and footprint to your presence, but there’s a good chance you will do so at the expense of interest. Story doesn’t just bring a brand to life, it adds to the vitality of a brand as it grows by keeping the brand exciting. Story enables a brand to take people with it as it grows. Wimbledon enables others to join in and bring their own perspectives and communities. Without that, there’s a very real risk that a brand will become a monolith: a towering presence, dispossessed of soul and humanity; one that consumers find hard to align with. Key take-outs Great marketers tell stories that people want to believe in. There needs to be a central story underpinning what you talk about and how. You need to provide people with control over the aspects of the narrative that affect them. Make your story part of a bigger story that brings people looking for answers. Bring in partners that add to the story and help form the wider ecosystem. Stay true to what you were, and connect that with the story of who you are today. Think long term rather than just campaign to campaign. Link your world with theirs through story. Grab V aluable Resources from Brand Licensing Experts for 100% Free Today Are you interested in extending your brand’s influence, strengthening consumer relationships, and generating unlimited revenue from guaranteed royalty payments? Get Your FREE Membership Today PeteCanalichio.com/fast-track PETE CANALICHIO