The most successful books, films, leaders, eras and generations all have one thing in common – a deeply compelling story, one that involves people emotionally and shapes their beliefs and actions. And the same goes for brands. We marketers need to hold ourselves to that same high standard. We need to ask ourselves: is the story our brand tells interesting?As a customer, you have to make me care. You have to be clear about what you’re saying, and what you want me to buy into and believe in — well beyond the product or service you are selling. And that’s where a clear master brand narrative comes in, one that is consistent, unites a company’s activities, and connects them deeply to their target audience.
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