On the story-telling hype in mainstream and social media marketing: Do not tell about a story, tell the story itself. Tell not a story, tell your story.
Story telling is the Thing Of The Moment in marketing and branding.
The chance to build customer loyalty by opening up the business with a coherent, purposeful, narrative.
The opportunity to weave a rich tapestry, building emotions, developing consonance.
The problem is, because it’s the Thing Of The Moment, brands are starting to tell about a story. Not the story itself.
And that won’t work.
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