When I was approached by a commissioning editor two years ago with the idea of writing Brand Storytelling: Put Customers at The Heart of Your Brand Story, I would have never imagined how the very topic I’d been writing about and trying to evangelize on a public stage would become a leading innovation during one of the most cathartic moments in modern day history.
What’s a story without a villain? Most storytelling experts will tell you that though not every hero necessitates a villain, a great story will include an anti-hero or bad guy because these characters instigate conflict – and tension typically tends to make the narrative more exciting.
Every brand wants to take their audience through an unforgettable journey, so taking the time to assess what the journey will look like is a critical part of building a brand story.
