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Every brand has story. Not one, but many that collectively make up the narrative of the brand and the business. These “corporate narratives” help shape how a company, and their brands are perceived in the market. But there are other forces as well that help shape the perception of a brand, such as the media, competitors and even their customers. In the age of pervasive media, building an evergreen brand requires a strong corporate narrative that is both deliberate and delivered through the right channels at the right time.
What is a corporate narrative and how does it impact the future of a business?
What does architecture for a corporate narrative look like, and how does it influence branding and messaging?
What are some of the critical steps in ensuring that your organization remains on-point and focused as stewards of a brand?
Be sure to catch this interview with Fred McClimans and Alan Berkson.