The Hook

FOREWORD

By Shekar Khosla

We are entering a new phase of storytelling with the rise of social media. In this phase, what individual people with a widening radius of trust and global connectedness say about your brand can become more important than what you say about your own brand.

In this new normal, transparency is mandated, and having an experienced and inspiring partner as you commercialize your brand promise is an asset. I found in Richard Krevolin just the kind of partner I was looking for while managing Unilever’s Asia Pacific Skin business and building future corporate capabilities. He gave us a master class in story crafting and brand narratives. It was a powerful and essential workshop that showed me that good marketing is, in the end, ...