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Brand Tantra

Make An Interesting Story Around Your Brand

Ms. Angela Ahrendts of Burberry  has shared her insight about Brands. She says that every brand should have some interesting story .

  What makes a great story? Why have some stood the test of centuries, while others are long forgotten? And why do I think stories are more relevant today, to more people, than ever before?

Great stories are relevant, compelling, emotive and authentic – allowing individuals and organizations to connect others with their ‘true north’. Fiction or non-fiction, they start with ideas, come to life through people and acquire meaning when shared.

I’ve loved watching the videos that preview the conference, showing how people from all walks of life are telling their stories in today’s digital age. Every story is distinct, every person unique, but there are some universal principles that shine through every story, and from which we can all learn as we write our own stories:

1. Know thyself. What’s your core, your passion, your reason for being? Young or old, all great brands and individuals stand for something – it’s the starting point for every story.

 2. Dream. Stories are where dreams can become realities. Be brave, audacious, take risks.

 3. Be authentic. Share a consistent, pure vision – write your next (or your first) chapter, not a new book every time.

 4. Trust – your instincts, each other. Trust engenders belief, the basis on which all stories live or die.

 5. Engage, entertain, excite. Emotion is at the heart of every story, in every age, in every context – round a campfire, on the printed page, in a movie theater, online. Today, digital is opening up a whole new era of opportunity, putting the power to create emotive content and share it widely in everyone’s hands. Use it smartly, and wisely.

 As the world becomes at once more complex and more connected, stories have incredible power to educate, unite and inspire. By following these evergreen principles, and leveraging the tools of the digital age, I believe the future of storytelling can be even richer and more compelling than its past.

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