In this episode of Anecdotally Speaking, we explain what it is that Mark and I do for work, why some stories work for some audiences and not for others and the difference between the typical ‘brand stories’ we see and the one we share today.

Lots of companies have ‘brand stories’. The problem is that most of these aren’t actually stories - they’re simply a list of assertions. In the episode Mark relays a typical one we might see - ’our brands represents freedom, innovation and the pursuit of happiness’. There’s no events to follow, people involved or insight given. It only gives us an idea of what it is they believe in.

I heard this week’s story from Karen Stanton who works for International Flavours and Fragrances. It’s an example of a genuine brand story. We also talk about the importance of data in storytelling.