What is your brand's compelling story?

This article explores the importance of storytelling in modern marketing, as senior marketers make it a top priority within their teams.

What is your brand's compelling story?

Bev Burgess and Vincent RousseletITSMA and Amdocs

ITSMA members believe that storytelling is key to their future success. When thinking about the skills in their marketing team, it's the number one priority for development.

When Tim Cook emerged onto the stage of the Flint Center for Performing Arts in Cupertino on Tuesday 9 September this year, he was about to tell not one, but two stories. The first was overtly in support the day's launches: the iPhone 6, iWatch and Apple Pay. The other, woven between the lines of the first, was the...

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