Leveraging the power of story makes a communication more compelling and significant as it communicates more than just facts, but meaning. This communication of "meaning" or "why" is the signature of great brands. Their message, their logo and even their advertising campaigns convey the gift of a meaningful and memorable message that reinforces the authentic purpose, personality and story behind the brand.

Great brands use story to tap into the emotions, knowing that emotions control most if not all of our buying behaviors. A properly developed core story can save years of guess-work advertising and thousands of dollars on ineffective marketing.

The goal of the Core Story process is to first attain a deep understanding of your audience and "THEIR STORY". Then, we organize and present "YOUR STORY" as an introduction to a solution for their problem. That solution can then be consistently represented, both internally and externally, by a meaningful idea in the form of the "BRAND STORY" Archetype.

Start this first section by watching the video below.