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Storyscaping: Stop Creating Ads, Start Creating Worlds by Darren McColl, Gaston Legorburu

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CHAPTER 06

WALK THE WALK

Driving the Authentic Brand Behaviors That Fuel Business Growth

In the last chapter, we looked at Brand Purpose as the cause or belief of your organization, thereby highlighting the mega important answer as to why your organization exists and why people should care. Let’s move forward with the process of successful Storyscaping by introducing the next pillar, it covers the how and what. Here we will uncover the means by which your organization satisfies consumer needs, the means by which you operate, the means by which you treat consumers, and the services or products you provide. These simple little words hold big power when you directly connect them. How you operate should always be based on and support your Purpose, in every way, shape, and form. What you offer as a product or service should be a real consequence of your Purpose (why) and how you create and deliver it. This is also demonstrated as the act and share behaviors of operating with a Purpose. Remember? “Think, act, and share” from your Purpose.

Actions speak louder than words; therefore, our actions—what we do and how we behave—contribute disproportionally to our brand perception. Our actions weigh in with much more value than our words do (what we say about ourselves). In fact, you can build an incredibly strong brand without ever doing an ounce of paid advertising. We don’t recommend it, ...

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