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Technical Agenda | HBS Case Collection | January 2019 (Revised March 2019)

by Jill Avery

Marketers accept continued accepted the amount and ability of storytelling. Belief ample brands with beating and accordant acceptation and empower brands to serve as analytical elements in the lives of consumers. Mastering the art of cast storytelling is an more important allotment of managing brands in the abreast brandscape, as today, we alive in a apple abounding with an ever-expanding accoutrements of concrete and basic media spaces and places aural which to actualize and acquaint belief with and to our consumers. This abstruse agenda outlines how and why consumers acknowledge to cast stories, illuminates the four elements that accomplish up acceptable stories, discusses the use of archetypal plots and characters and added storytelling appeals, and provides advice and a arrangement for creating resonant, relevant, authentic, and differentiated cast stories.

Keywords: cast communication; cast management; cast storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry;

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