A story is not a fairytale
In the endless jockeying for consumer attention, brands are in constant competition for differentiation.
Within this landscape there is no greater differentiator today than purpose; and narrative.
With more competition, less customer loyalty and constant technological innovation, business needs something else to stand out.
So, what now?
Brands need to dig deeper, find meaning and focus on their story, service, experience and value proposition. Not just the big ones, all of them.