Set free your core narrative: the brand as storyteller

From films to books and songs, stories dominate the world we live in. Yet, despite our appetite for story and its proven effectiveness as a powerful vehicle for communicating ideas, storytelling is largely absent from marketing.

Set free your core narrative: the brand as storyteller

Richard Cordiner

I've got a confession to make: I recently spent an entire weekend watching HBO’s The Wire, getting through 17 episodes in just two days. Other than sloping off to McDonald’s occasionally for a refuel, I did nothing but watch television.

I realise I’m a bit off-trend here. The final episode of The Wire aired some time ago, and all the really cool people who got how great this show was while it was still on air are probably already on to the Next Big Thing I haven’t even heard...

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Insights Team
Bray Leino

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