India’s growing numbers of direct-to-consumer (DTC) companies necessarily have to approach the concept of branding differently from traditional players and their storytelling skills are crucial to success, says consultant Shraddha Ganesh. 

Why it matters

These days, the product alone does not sell itself and brands need to share the narrative behind it with consumers, so some authentic storytelling is essential in order to connect with consumers and stand out from the crowd.

Takeaways

• Stories reveal the soul of a brand that no amount of marketing can and they should be at the heart of any initiative so as to grab...