Transforming brands through storytelling

The most effective way to change brand perceptions is through storytelling that describes a time when the brand stepped up and performed a memorable breakthrough event. The story should transform the brand to a new position in the customer’s mind that the brand can comfortably own.

Those kinds of brand stories should be an integral part of the messaging in your companies Brand Activation Guide. Your creative people around the globe should have access to these stories and other copy and visual messaging as they craft your marketing material with a unified look and voice.

Review your current brand guidelines and see if you’ve provided your global creative teams with the visuals and messaging they need to make a consistent emotional connection with your best customers.

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