"Bill Baker (no relation) is nicer than I am, so don't pin any of my introduction on him. I recently spoke to an auditorium of C-level executives, and the title of my presentation was long but revealing: "The Happy Death of Branding, the Next Fad of Storytelling, and the Hopeful Rise of Alignment."
I guess that expresses my view of branding: there are a few firms really doing it, and the rest (and majority) aren't doing anything differently than they did before, but now they are calling it branding because it sounds upstream."
What a great post this is about how storytelling can easily get mucked-up when it gets labeled as 'branding' -- especially when most never receive any formal training in storytelling or understand it dynamics.
I love it when the interviewer says, "Real storytelling is a very complex skill, and I can sit for days listening to Bill point out the subtleties involved."
The rest of the article is a recap of an interview with Bill Baker who has decades of experience in corporate storytelling and who you can tell, knows his stuff. Bill talks about the difference between storytelling and strategic storytelling -- and then gives how-to steps for making sure this is happening.
Go read the rest of the article for great insights about how to do 'strategic storytelling' with your company.
Thank you Gregg Morris @greggvm for this article!
Via Gregg Morris