By Curtis Batterbee

Storytelling is in vogue, a phrase which here means ‘brands and agencies are all talking about it without taking due time to appreciate what it means’. Done right, brand storytelling is indispensable as a framework for telling authentic messages in a way that resonates with the consumer.

As it stands, it’s a nebulous catch-all term that lets anything said or written about you, be it on Twitter, a YouTube comments section, a local news feature – all be construed as a part of your de-facto story, leaving you with little control of the narrative. So how do you take Read full story ›

Source: The Drum