From waffles to Nike – does your brand have an original story?

Great article from Christian Budtz and Klaus Fog in Design Bulletin. Companies who want to maintain brand status in the future must have a great story to tell. Storytelling is as important for building brands as it is for engaging employees, in creating an understanding of their values and personality. Oh, and they’ve written a new book called Storytelling – Branding in Practice. I’m off to buy it right now.

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