Finding a great brand story

Storytelling is the most powerful way to connect with humans. Because storytelling taps into something deeply ingrained in us. It has ancient roots, once serving a vital role in the survival and advancement of the species.

Over the years, the role of storytelling evolved. Beyond survival, storytelling became a valuable tool for teaching. Fairy tales and fables became engaging devices to convey a moral lesson.

Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.

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