What are some alternative strategies to branding that companies can use to tap into human emotions and drive growth?

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.

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.