"Storytelling is how we communicate. What better way to make products relevant than to bring that human capacity to what is for sale."
Richard Monturo, 'Insights', in Beyond Disruption,
ed. By Jean-Marie Dru, p. 200.    

Branding was once built around the functional superiority of the Product. The focus was on Unique Selling Points (U.S.P.'s) and Advertising heralded the uniqueness often using Claim and Demonstrate Marketing.  

These days in most categories, product differences are very difficult to achieve, let alone sustain. We are in a new era of Marketing where functionality is largely taken for granted, excellence is almost a commodity. Marketing is increasingly about Emotional Differentiation, finding a "place in the heart" of Consumers.  

In this Emotional era, this Values based differentiation brings "Story" to a central place because it is through "Story" that emotion are touched; it is through "Story" that values are communicated. 

So then the question arises, WHAT STORY IS YOUR BRAND TELLING?
HOW CAN YOUR SALES & MARKETING BE IMPROVED BY STORYTELLING?  

Richard Krevolin works with brands on storytelling to:

* Develop a new brand story identity.
* Create a deeper emotional connection to consumers.
* Broaden brand recognition and loyalty.
* Improve the power & impact of all communications
   including TV, radio, print and internet…