Interesting read of the now.

Here's a worthwhile read courtesy of "story teller" guru Michael Margolis. He delves into the application of storytelling as a means of brand re-invention and identifies four different directions that brands can follow depending on their circumstances. A most appropriate time too given the number of brands that have recently run into credibility problems.

Personally I like his "Irony" genre of storytelling, where a brand transforms itself into the antithesis of what it once was. Perhaps there is hope for Goldman Sachs after all. Imagine if they were to become a non-profit organization. Not many would then begrudge the billions of dollars made if it all went to charity.


(Sharing credit to psfk)