Get the story right, make it a fist-in-the-air pitch on behalf of your beliefs — and your consumers, and you’ll be able to make every tactic work harder, easier.
I talk about the story a lot. You might even wish I’d stop talking about it. But I’m just not gonna. Because in my experience and in my belief, the story is the most important thing you can create to get your marketing off on the right foot — and it keeps paying dividends, for the lifetime of your brand.Why? What are the reasons you should put so much effort into the creation and crafting of your brand story?A strong, ownable, defendable story gives you an identity right off the bat — sure, your logo and packaging do that too, [...]