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James Carson on SmartInsights outlines the value of adopting a story to be more effective in selling your brand, products or services. He specifically points to a specific story plot generally known as the "hero's journey".
This is a story pattern that can be found in tens of popular stories around
From Homer's Odissey to Star Wars you can see the same story pattern at work.
You "can use this kind of story arc in a content marketing strategy through switching the protagonist with the customer, and then offer mentorship through the content, and the promise of reward (or quest completion) from the product."
Full article: http://www.smartinsights.com/content-management/content-marketing-creative-and-formats/using-storytelling-narratives-improve-marketing-mix/
I include this is the ServingExperience collection because a company that exists, follows and thrives upon the ServingExperience way will have a story, and stories that are sincere and true (essential for them to work for a company) and these will also (need to) be truly embraced from CEO to kitchen towel supply supervisor - then and only then does story, brand and reputation float on the high seas of the marketplace.
Toutes les bases d'une bonne histoire résumé en quelques mots. J'adore !