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January 27, 2013

For Brands, 2012 is the Year of the Story

by MegNex

For Brands, 2012 is the Year of the Story

This article from fastcompany.com relates to both our Customer Value class as well as our Brand Management class. It discusses the significance of storytelling in branding and how important it is to keep customers engaged. It argues that “when it comes to brands and marketing, the application of story now needs to go beyond the traditional and ubiquitous tool of brand story; rather, it’s about engaging consumers in a brand’s stories and using the construct of stories and storytelling to create powerful connections.” It relates to class in that it focuses on the importance of the customer and external factors in addition to a company’s internal needs. 

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