When you listen to enough brand-builders talk about storytelling, you realize they're often discussing two very different things. One camp sees story as the high-level, emotional soul of the company. The other sees it as a practical tool, a tactic to be deployed in specific situations to make a sale. Understanding both is key.
Camp A: The Grand Brand Narrative
This first camp argues that your story is your strategy. It’s the unifying theory of your entire brand, the answer to