Strong storylines have been the backbone of the great religions, kingdoms, and peoples throughout history. They were the glue to unity, cooperation, and belief. The Power of Myth by Joseph Campbell maps out a compelling case for this. 

As we entered the industrial age, brands also became big players in society. Some brands have adhered to a strong storyline and have prevailed.  Others have had no storyline, and consequently have been whip-sawed by every turn of event in the road.

Here’s why strong brand storylines are important as we enter into the New Media era. 

1. An authentic brand story leads to a credibility that resonates with consumers both

 online and offline. 

2. The brand story puts a human face on your company, which allows many others to associate.

3. A well told story is viral. It travels nicely through all channels of New Media. 

4. The story is the critical starting point for all great communication initiatives.

5. A solid story is timeless, and therefore cost-effective. 

6. A brand story demands continuity no matter the management team. 

7. A brand story sponsors loyalty which means many will defend when under attack.  

Develop your brand story. It will pay huge dividends as we move into the future.