In his last three columns, Gunther Sonnenfeld explored how brands are “co-creating” meaningful experiences with people. This time he explains the connection between branded experiences and brand advocacy.
Here's another article by Sonnenfeld on collaborative branding/storytelling for businesses. I particularly like his examples (Whole Foods and P&G) because they include back stories along with customer stories.
Still, for entrpreneurs and small businesses, the video will give you ideas for scaling to your business. I also like that the author talks about brand storytelling being rooted in listening, story sharing, and the kinds of relevant stories customers are seeking.
Any business can apply these ideas for more effective branding, so get busy!