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BRANDING: Storytelling as a marketing technique

The days of boring, sales-led messages are over. Enter the era of storytelling as a B2B marketing technique

People don’t buy what you do, they buy why you do it.” These were the words uttered by Simon Sinek at TED in 2009, and they are the words that sum up precisely why brand storytelling is such a great marketing skill today.

The digital revolution of the past decade has completely changed the way in which marketers approach and engage with their audiences. Customers these days are bombarded daily with thousands of brand messages from a variety of sources – be it social networks, mobile devices, digital outdoor screens – the list goes on. There isn’t possibly time to process all of these, and most are automatically filtered straight out. At the same time – and this is a point especially true of B2B buyers – customers can turn to the internet to find what they are looking for, rather than wait for a supplier to get their message to them.