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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