Brand Storytelling - Page 4 of 22 - Branding Strategy Insider

Marketers often talk about story as if it is one thing. But corporations and brands with multiple stakeholders need to cater for different responses and priorities by streaming a range of stories to a range of audiences at different times. The reason is simple. The things that make a brand attractive in one context are different from what they might be in another context. Inclination changes, sometimes markedly, depending upon what people value.

Businesses require many kinds of writing to address a variety of situations with different audiences. Many people handle different writing specialties, from law to accounting, public relations, sales, advertising, promotions, corporate communications, investor communications, and others, but whose job is it to articulate and craft the brand story, which provides the bridge for consumers to cross into your world?