Global companies like Apple and Google use branding as a form of business storytelling to fast-track their success by creating a compelling narrative around their products and services. This narrative is carefully crafted to resonate with their target audience's emotions and values, thereby creating a strong emotional connection. They also ensure consistency in their messaging across all platforms and touchpoints, which helps in building trust and loyalty. Furthermore, they leverage their unique selling propositions and innovative aspects in their story to differentiate themselves from competitors.

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Brand Strategy

What are the tactics that brands can utilize to effectively win over customers? Explore all facets of brand strategies with this presentation template...

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At the end of the day, it all comes down to the company's . You can look at branding as business story-telling. But remember, all stories are biased because narratives are always artificially constructed. How a company spins its story to tap into human emotions can either fast-track its success or incite public outrage.

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Some examples of companies that have incited public outrage due to their narrative include Facebook with the Cambridge Analytica scandal, United Airlines with the passenger removal incident, and BP with the Deepwater Horizon oil spill. These companies faced backlash due to their handling of the situations and their attempts to control the narrative.

Companies can use various strategies to tap into human emotions and drive growth. One such strategy is storytelling, which involves creating a narrative around the company's mission, values, and products. This can help to create an emotional connection with customers. Another strategy is to focus on customer experience, ensuring that every interaction a customer has with the company is positive and memorable. Companies can also use social responsibility initiatives to appeal to customers' values and ethics. Lastly, companies can use influencer marketing, where they partner with influential individuals who can promote their products or services to their followers.

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