Layering your story

In this presentation from last year I talk about how great stories are structured and about the power of the nutshell of truth that lives at the centre of a great story. I show how changing just one word of that kernel can have dramatic effects.

Towards the end of the excerpt I touch on something that will become increasingly important I believe as brands gravitate to longer ideas: the stories must continue to evolve if they are to avoid commoditising into the stories of industries. What’s your sequel?

Acknowledgements
Di Fuller once again worked her magic with the design.

envelope

Stay Competitive

Stay up to date with the latest thinking in brand strategy. A great way to benchmark your brand. Plus exclusive content to give you a powerful, competitive edge.

I absolutely respect your privacy. Your details are safe.

Leave a comment

Your email address will not be published. Required fields are marked *