Your Business: Crafting your brand story

As customers become increasingly immune to advertising, businesses are turning to storytelling, writes Cilian Fennell

24th September, 2017
Dublin celebrate after beating Mayo last Sunday: the GAA is a brand that takes its story very seriously Picture: INPHO

Storytelling. You’ve probably noticed dozens of books on the subject in the business and leadership section of airport bookstores and observed your LinkedIn stream being filled with adverts for courses that purport to teach you how to discover the story of your brand. In fact, the upcoming Isme conference is entirely devoted to the theme of storytelling for business.

While this increased interest in business storytelling is new, the craft itself certainly isn’t....

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