Marketing chief: time to retire the idea of ‘brand storytelling’

Marketing chief: time to retire the idea of ‘brand storytelling’
Amy Cannon and Aidan Coughlan, founders of Far From Avocados Picture: Fergal Phillips

Far From Avocados believes that content marketing allows brands to build up their own audiences and platforms

The term “brand storytelling” should be retired, as audiences do not care about a company’s story, according to Aidan Coughlan, one of the founders of content marketing agency Far From Avocados. Instead, he said, content created by brands must be valuable to the audience.

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