Chapter 10Applied Storytelling 101: The Brand
"Storytelling: The art of creating a compelling narrative for your product and brand that connects emotionally with your customers. Think Pixar."
—BusinessWeek online, "Buzzwords 2005: A Glossary"
"The Maori people of New Zealand talk about surrounding their great treasures with 'interesting talk.' This, they believe, increases the mana (standing) of the object. I believe this too.... Great brands have always been surrounded by great stories."
—Kevin Roberts, Lovemarks: The Future Beyond Brands
"Stories are powerful ways to vividly communicate the brand's identity and its heritage. Many are the source of legend and get passed on, while others get lost to posterity unless the organization actively ...
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