So if everyone's talking about it, at one point does it either become overused or irrelevant? And how did the concept of tying story with brand - both company and personal - become so popular in the first place?
When the world doesn't make sense, we try to make sense of it. This goes back to the creation of myths, gods, and superstitions to explain the unexplainable. Over time, we've broadened our knowledge of how things work, but we still are prone to ask why things happen.
Stories provide the answers…or at least the semblance of them. They provide context for all of the why's, what's, where's, when's and how's. And given the changes and confusion those changes create, we need stories more than ever to help us make sense of a world that is creating more questions than answers -- and more information than we know what to do with.
For brands looking to build stronger connections with their customers, it's not enough to create a story that they think will match a customer expectation. They have to tell a story that is both authentic and lasting. Think about the stories that have remained timeless -- they have common themes, understandable outcomes, characters we can identify with. Most brands have those elements; some are better at putting them together than others.
How important is a compelling story to your brand? And what are you doing to tell it in a way that will resonate today and tomorrow?