Giant Stories

Building Real Stories from the Ground Up – with Joan Cetera

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In this episode, Joan shares with John Kiker, president of Medium Giant:

  • How she parlayed her experience from highly palatable food at Frito-Lay to heavy-duty machinery at Caterpillar
  • How Caterpillar’s brand story has built a name for itself in our culture — right down to actor Ryan Gosling’s cap in The Fall Guy
  • Why a compelling “story arc” is essential for good brand storytelling
  • Why it’s important to get employees excited about their company’s story — and how to do it
  • Why homing in on humor and moments of joy can be a game changer in storytelling

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    Giant StoriesBy Medium Giant