For Your Company To Last, The "Brand" Must Die. But Stories Should Survive (via @FastCo... - 0 views
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christian briggs on 31 May 11Stories last. Stories exist in all cultures. By definition, they entertain, educate, preserve, and even help carry on values within communities like Fogo Island. Branding appeals to our emotions and our reason. Stories speak to our deepest questions about our own existence. Stories stick because they hold real value. By definition, they entertain, but they also educate, and even instill moral values. In fact, the best stories guide our actions. They become the source code for who we are and who we want to be. For corporations to survive, they need deeply compelling stories at their heart.