What Your Story Must Tell

You’ve probably heard a zillion times by now that the best marketing communications involve telling stories. Stories that define your brand. Stories that your customers/donors can readily absorb and respond to emotionally. Stories penetrate. So, are you telling stories? And how effectively?

Here’s a branding creative, Chad Cipoletti, writing on the subject, "Three Questions Every Brand’s Story Must Answer."

His questions (plus my slight rewrites) and explanations …