PART Ibring together brand and STORIES
So, what is a story and what is it not? How can telling stories help communicate your brand? What does ‘brand storytelling’ actually mean, and how will it help you connect and engage your customers and employees?
Storytelling is not some airy-fairy kind of fluff. There is some pretty impressive research conducted by neuroscientists around the critical role that story, emotion and memory play when it comes to our actions and decisions. So we'll look at some of these studies to show us why stories are so sticky and how, when used correctly, they can create the kind of magnetic attraction we are talking about.
Let's dig in so you can understand what to do — and what not to do — when it comes to your brand and stories.
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