To Build a Real Brand, You Must Tell an Authentic Story |
Everyone - in life and in business - knows the value of a good story. Whether it's your grandmother or the legendary CEO of Southwest Airlines, Herb Kelleher doing the telling, a good story can entice, entertain, and educate. Marketing has always been about telling a good story - as the adage goes, "there are no truths, only stories." And brands or companies without a strong foundation and an interesting compelling story are doomed to die. So when you think about it, the idea that a Lexus is better that a BMW or that barbeque ribs taste better when made by a Texan chef is not about taste but the stories they tell.
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