Companies engage in two kinds of storytelling. One is strategic, the other – for lack of a better term – anthropological. In the best of all worlds, both kinds of storytelling are organic, natural, and second nature.
Humans are emotional beings. Most of us make emotional decisions, and then rationalize them. For your brand to resonate emotionally, you must know your WHY. We love brands because we have a philosophical or emotional affinity for them. We justify our emotional connection to their “whys” by pointing to the their hows and whats.
Attempting to learn this art, thus far, has had me feeling eerily like Luke Skywalker or Neo from the Matrix. It’s like trying to unhinge my mind from the basic laws of creative physics in order to incept subtle, coercive seeds of influence