The real risk when adding sustainability into a brand narrative isn’t saying too much or too little. It’s failing to connect—emotionally. Failing to enable people to feel why the work matters and how to participate in it.
“The future of communications is going to be working with leaders and organizations on their narrative, which is their message, reputation, and positioning, rather than exposure and publicity,” said Adam Mendelsohn, founder of Upland Workshop, in AXIOS’ report from Cannes.
Content production becomes a brand-building machine when you overlay the matrix of Primal Branding®. The role of the Chief Content Officer is not only to outline the communications that help build usability and desire, but to help build the larger Brand story of what we want to become.
Storytelling is a foundational skill for entrepreneurs and founders to attract investors, employees, and customers. People want to partner with someone who’s smart, of course, but they also want to be a part of an exciting and inspiring journey.
In 2012, a South Korean performer named Psy posted a video titled “Gangnam Style” on YouTube. Psy’s performance, personality and K-Pop confidence propelled Psy to became the first music artist to reach one billion views on YouTube.
