Stories live in the hearts of us all and should be at the core of every business. And according to Ty Montague, the responsibility of sharing – and acting – the story starts at the top and extends throughout the entire company; brand building is no longer just the job of the marketing team. Montague examines how to quantify the impact of story, and explores the process and framework for applying story inside business. Using tangible examples from startups like Grind, to big companies like Target, JetBlue and Google, he shows how companies of all sizes are combining story and action to succeed and grow.
In today’s oversaturated brand market, innovative companies need to re-think how they are connecting with their customers to stay relevant and innovative. Ty Montague examines how the power of story impacts business, transforming the way C-suite executives create value and rediscover their organization’s narrative. From Red Bull to Tory Burch to IBM, “storydoing” organizations – those whose brands tell an impactful and motivating story through actions – engage more with customers, not only getting them to understand their products, but why they should buy them. Drawing from examples of current companies’ successful “storydoing” initiatives, he proves how the approach increases ROI and outlines the five components of every brand’s story.
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