The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People

The two things a brand must communicate to position themselves as the guide are Empathy Authority

Customers can be interested in what products do, but they can only bond with companies emotionally over what they believe in.

There’s the part that people can see (important), and then there’s the part they feel (more important!). Leading brands are able to form deep emotional connections because they stand for something that people care about.

Stories, connections, and experiences The good news is that we don’t need to rely on the shiniest, latest digital media shortcut—we have even more powerful, nuanced, and timeless tools at our disposal. We tell stories. Stories that resonate and hold up over time. Stories that are true, because we made them true with our actions and our products and