Set free your core narrative: the brand as storyteller

Richard Cordiner

From films to books and songs, stories dominate the world we live in. Yet, despite our appetite for story and its proven effectiveness as a powerful vehicle for communicating ideas, storytelling is largely absent from marketing.

Set free your core narrative: the brand as storyteller

Richard Cordiner

I've got a confession to make: I recently spent an entire weekend watching HBO’s The Wire, getting through 17 episodes in just two days. Other than sloping off to McDonald’s occasionally...

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