In a crowded digital media environment of voluntary engagement, brand storytelling isn't enough to grab attention. You must approach the story from the right perspective — your customer's.

Everyone loves a good story, it draws us in, keeps us on our toes and has us invested to hear the ending. Part of a PR`s job ...

A new book on Nike, published by Phaidon, demonstrates the core role that marketing and storytelling play at the sportswear brand, and – as this extract reveals – how the Air Max shoe came to define ...

If so, you've experienced aspirational marketing. Today, brands sell dreams, possibilities and idealized versions of ourselves—not products—and it's a powerful strategy. This type of marketing ...

It’s hard to prioritise storytelling when packaging is often seen as just a practical vessel that needs to showcase mandatory claims and calls to action; or when it is designed as a mere afterthought ...

Ikenna, thanks for joining us. Brand storytelling is evolving rapidly; many feel we’re in a new creative renaissance. What’s driving this transformation? Ikenna Onyeama: Thank you for having me.

DBS Bank, ranked as the Association of Southeast Asian Nations’ (Asean) most valuable bank brand for the 18th straight year last year, has adopted a unique storytelling-led strategy to stand out.

Sharing his unparalleled expertise and experience, Mr. Castro delved into how storytelling shapes brands, creates emotional connections, and redefines regional identities—a particularly relevant ...