The Subtext | Weaving the Thread

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but no marketing succeeds if it can’t find an audience that already wants to believe the story being told.

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Instead of just using storytelling as a marketing tactic, we need to do what our ancestors did for millennia—allow our stories to guide our actions, deepen our understanding and create meaning and belonging.

Seth Godin • All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

So You Want to Build a Brand? Here's What You Need to Understand. - Inside Intercom

Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are