Every brand has a story.
It’s the never-ending tale of a brand – it’s flows and glorious hills.
But there are moments in a brand’s life cycle when an all new story can be told, when perceptions can be shaped for the benefit of the brand.
At these moments, we must craft a new brand story, a more loudest voice.
Rooted in the brand strategy, the brand story will reveal the brand’s overall intent. What you do; For whom you do it; How you do it uniquely and importantly will deliver the tone and the manner for the brand. In sum, this brand story will define your brand for all constituencies, both internally and externally. And the brand story will communicate a feeling about the brand that should elicit an emotional response from the target. Do you want them to feel inspired? Do you want them to take action? Do you want them to feel joy? The brand story will deliver your brand to the world.
And today, while there may be triggers to form a brand repositioning, your brand story is never static. We must build the platform, the tactics, and the content to continually deliver your brand story to the marketplace.
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