Chuck Cary of the branding company Troika shares the first essential step in effective branding -- listening.
That's why I chose this article & video to share with you. Listening is most often overlooked in branding efforts.
The rest of the video is weak on connecting storytelling to brand design, unfortunately. Missing is a discussion of how stories are imbedded with emotional and sensory material which then guides the design process. As a result, we are left with some vague idea that branding is storytelling without ever defining it.
But the points about listening are well worth the read. And my comments about what's missing will hopefully help shape future discussions about the link between storytelling, design, and branding.