THEME #6 OF POST SERIES ON HUMANIZING BRAND STORYTELLING
This post series has so far explored five different ways in which brand stories have evolved in recent years to become more humanized and people-powered. Many of the themes represent manifestations of internal corporate culture, philosophy of leadership, and systems of management and communication. In contrast, the sixth theme is more granular – pertaining to the origin of the story itself. It’s about how source and sentiment can make the difference in creating either information that merely explains “what” or “how” versus actual stories that engage and communicate purpose and reason for being. So what’s driving this defining difference? There are four key areas of disconnect which fuel or weaken a brand’s story engagement potential.