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The Hook by Richard Krevolin

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CHAPTER 12Mission/Purpose/Values Stories

It’s not hard to make decisions when you know what your values are.

—Roy Disney

Stories can work to convey the values that you want your company to possess and the mission that you want your company to pursue. Hence, your story might also be working as a sort of living embodiment of your mission statement. But be careful: As I’ve discussed over and over again in the previous pages, the story must correspond to the core Brand DNA and must convey the proper messaging along the right brand lines.

Let’s take an interesting example. My Dad’s Story—Dream for My Child is a very moving short film made for MetLife Hong Kong. It tells the story of a man who loves his daughter so much that he does everything in his ...

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