Companies that are looking to gain a foothold in the marketplace may want to consider how they can use story to create meaning and connection.

  1. Understand what you are selling.
  2. Throw out common marketing wisdom. Conflict is what makes stories interesting.
  3. Look to brand's history to identify key themes and underlying conflicts that drive its story and make it unique.
  4. Your brand story is not what you would like to tell your consumer about your brand; story is the meaning your consumer takes out of all her experiences with your brand.
  5. The most effective and motivating stories are based on fundamental truths about the human condition that arise directly from the central conflicts of the story.