Tell an Authentic Story to Build Your Brand
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Alan Siege
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Brands or companies without strong foundations and interesting stories are doomed. When you think about it, the idea that a Lexus is better than a BMW or that barbecue ribs taste better when made by a Texan chef isn't about taste, but the stories they tell.
Yet most consumers have been conditioned to believe that business communication must be clear, rational and objective, with no place for emotion or subjective thinking. But great communicators know that the best way to inspire, motivate and persuade others is to infuse the human element through the simple telling of stories.
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