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Female Brand, The: Using the Female Mindset to Succeed in Business by Catherine Kaputa

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5THE BRAND STORY

A powerful way to use your verbal edge is through the power of story. Our stories tell people who we are. When you’re close to people, you know their story. And you want to make sure people know your story, whether you are an executive, an entrepreneur, a lawyer, an interior designer, or an artist.

A story provides meaning to the facts and experiences of your life. It tells people how you want to be remembered. And story is an effective technique for branding, because the human brain remembers things better when they are presented in a narrative rather than in a list or statement. That’s why marketers develop brand stories that wrap myth and narrative around their brands. You could look at commercials as mini-movies or brand ...

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