By ascribing a story to your company, you provide an illustrated example of how, why and what you do, while assigning an emotional weight to your company’s journey. The result is the creation of a brand. How can you harness that emotional response to better communicate your company’s mission and overall goals? Let’s examine some of the tenets of storytelling for business and how they can be applied to your organization."
Read the full article to find out more about these elements of a brand story and where companies can typically find them:Inciting incidentRising actionTurning point (climax)Falling actionDenouement
Via Kim Zinke (aka Gimli Goose)