Harry Potter: a superbrand based on storytelling

While we eagerly anticipate the launch of the next Harry Potter book, John Simmons for The Observer looks at how businesses and brands have been ‘crying out for clarity and emotional engagement’. What better way to build a brand – as J K Rowling has done so innocently and successfully – than through the telling of stories? This is a great article which supports our own belief in the power of storytelling in business…

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