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The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer by Nicholas Johnson

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4. Brand Management and Storytelling

“Transcendent purpose is effectively communicated through stories.”1

—Paul J. Zak, “Why Your Brain Loves Good Storytelling”

Managing a Brand in Collaboration with Customers

As we’ve seen, what it takes to build and maintain a brand has changed extensively over the last decade. Changes will continue as marketers begin to build authenticity, relevance, and transparency into everything they do.

Experience Supersedes Logo

Experience now defines a brand more extensively than the public relations and communications team ever could. Every time someone picks up the phone to call your customer service department, every time someone clicks through to your Facebook page, and every time someone walks into your store—every ...

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