B2B STORYTELLING: Can your brand live happily ever after?
Storytelling is at the heart of all marketing. Great brands have great stories to tell.
In B2B, technology giants Apple and Microsoft have leveraged the almost mythical reputation of their founders – Steve Jobs and Bill Gates – to help tell their brand stories, while the brand guardians for Virgin Atlantic have been their red-uniformed air hostesses.
The Economist, meanwhile, tells its brand story through simple but impactful words that stimulate debate and challenge the status quo.