Today’s consumers demand a higher-level, authentic set of brand values. 2 in 3 Millennials, the consumer group with the largest buying power, believe a company’s story is as important as the products it makes.
Building relationships and forming an emotional connection with consumers is what makes the difference between product-level and master brand storytelling.
Especially in the age of recalls, PR nightmares, and unforeseeable events, products and services not armed with a clear purpose will crumble.
The investment in a master story is insurance for your brand – and many marketers are missing out on it.