"In facilitating a branding workshop last week, it suddenly struck me. One of the great myths of branding is the big guys get it right.
Thanks to their ample war chests, they can hire the smartest people, maintain an endless flow of M&Ms during focus groups and stockpile creative types.
It’s just not true."
Yep -- don't do what United Airlines did! Did they share a narrative? Yes. Is it a story? No. And the end result -- something awful. This is a great example of what we DO NOT mean by 'business storytelling.'
Via Gregg Morris