“Here’s a quote that I like. It is by Donald Miller. His book’s title is “Building a Story Brand.” “Story is the greatest weapon we have to combat noise because it organizes information in such a way that people are compelled to listen.” Another way to think about stories is that they help with the sense-making so that our customers do not need to make a lot of effort to understand what our brand is about.”
– Cem Bahadir, Associate Professor of Marketing at Florida International University and Brand Strategist Expert