This time last year I did a presentation at Internet World on the power of narrative structures to build brands – but this new presentation from Joyce Hostyn at Open Text is a million times better.
OK, it does get a bit new age towards the end (personally I’m not sure I’m ready to author my own hero’s journey) but there is some great thinking here. Basically we spend so much time trying to unlock great propositions when we might be better off trying to invent involving stories.
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