How B2B audiences sniff out the BS in your brand stories

John Favalo

Looks at how marketers and their partners can open a portal for their brands when they weave great stories.

Marketers and their agencies know what it's like out there: A hyper- competitive, hyper-fragmented marketing environment spinning topsy- turvy. The distractions that are FITs, BOGOs, and DSPs often leave customersdizzy and in desperate need of something less numbing — something compelling, engaging, and substantive.

Great brand storytelling is one of those "somethings." Carla Johnson, renowned marketer, speaker, and author, says storytelling is a way of connecting with people and talking about a subject or a brand that allows them to get their minds around an idea more easily and more naturally. "Stories move people from one place to another," she...

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