Why The Brand Must Be The Story
Tom Peters on why brands must create a narrative worth telling.
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?
Peters makes two very clear points in this short clip, directed very specifically at brands and the communications agencies working on their behalf: