As the media landscape continues to evolve, audiences are gaining more and more control over the information they view and share. To remain relevant, brands need to know how to tell compelling stories to reach them.
The transformation begins by realizing that your brand is nothing more than an ongoing story—a set of meaningful emotional experiences unfolding between itself and your audiences. Just like stories, brands can be inspiring, clear and actionable, or self-important, bland and confusing. The inspiring ones light up social networks, passing virally from storyteller to storyteller. The others instantly disappear.