Stories are how humans create meaning. Storytelling is our oldest, most important art; the foundation of all other creative enterprise. For businesses that want to build a brand that stands the test of time and the vicissitudes of the modern market, storytelling not just the most powerful tool — it’s the only one.
In January 2020, I was invited to Wooga Games in Berlin to give a seminar and workshop on the use of story in building a lasting brand. Creating the presentation was a great challenge. I’ve been working in brand development and storytelling for over 20 years, but before this trip to Berlin, I had never had to articulate my philosophy or methodology. This was a wonderful opportunity to think deeply about why the way we tell stories sticks in the mind, and how story builds an emotional connection between audience and brand.