I am cursed with a career-limiting visual impairment. It’s called eye rolling. Lately, this malady has embarrassed me whenever someone tells me they help brands tell stories. When the phrase “we’re in the brand storytelling business” rolls off their tongue, my eyes roll away to the corner of the room.
Curiously, I do believe that brands tell stories. I just think most people who talk about brand storytelling don’t know what it means. The simple fact is that story is how consumers connect brands to their lives. If your eyes are rolling right now, let me explain.
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