Why The Brand Must Be The Story

Why The Brand Must Be The Story

Tom Peters on why brands must create a narrative worth telling.

Paloma M. Vazquez
  • 7 september 2010

A recent post from BBH Labs turned our attention to a short video clip from management consultant Tom Peters, in which he discusses his perspective on how storytelling isn’t just a marketing hot topic of the day, but rather something that is in our genes as human beings – we translate everything that happens to us in life into stories. If we communicate this way amongst each other as people, why should it be any different when brands speak to consumers?

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