Brand Bible

F39 Job:09-26878 Title:RP-Brand Bible

#175 Dtp:204 Page:250

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001-320_26878.indd 250 10/7/11 10:24 AM

BRAND BIBLE250

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



Great branding involves great storytelling, and that’s

what theater is all about. At its core, branding, too,

is about getting on stage and telling an amazing,

indelible story. Up until recently, we didn’t talk about

theatricality and stagecraft in the world of brands.

But in my experience, stagecraft can become a palpa-

ble form of witchcraft when it comes to branding

because there’s an alchemy that happens—there’s a

certain magic or pixie dust ...