People remember facts 22 times less than stories. Simon Sinek's "Start with Why" concept: first the purpose, then how and what. Apple starts with "We challenge the status quo," not "We make great computers." The hero of the story is the customer; the brand is their guide.
A good brand story has: a problem (the hero's struggle), a guide (the brand), a plan (the product/service), a success (the result). Authenticity matters — artificial stories are felt. User-generated content (real customer stories) is the most powerful form of brand storytelling. Video is considered the most effective medium.
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