It’s our stories that unite us all in a common purpose and connect us with the people around us. If brands are experiences, then the stories we tell are the coherent, meaningful narratives of who we are and how we fit into the world, and into the worldview of our customers.

In Joseph Pine’s and James Gilmore’s book, The Experience Economy, they write “Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate...

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