Chapter 5. USE NARRATIVE TO BUILD YOUR BRAND: The World of Social Media
Customers know everything about your company. . . . That has changed the rules of business forever.
—Harvard Business Review[]
If individuals can build trust in themselves by telling their stories, why not organizations? In fact, storytelling has always been part of the arsenal of branding and marketing departments. "One way of building internal passion for brands," says Landor Associates, "is through the creation of stories."[] But which stories?
In the twentieth century, the main focus was on stories told by the corporation. In recent years, as the credibility of corporate storytelling steadily declined and the voice of the customer grew louder, the focus of branding and ...
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