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Ck, so you have all Lhe rlghL elemenLs Lo Lell a good sLlcky sLory wlLh
a Wow lacLor. And Lhen whaL? Pow do you geL people Lo read lL?"

1he nexL sLep ls Lo creaLe Lalk value! lL's qulLe slmple really: people
easlly remember and repeaL sLorles lf Lhere ls a good reason Lo. Many
brands Lalk abouL Lhelr producLs and producL specs, buL people are
noL lnLeresLed ln sharlng LhaL lnformaLlon. lL's [usL lnformaLlon. 8uL
sLorles based on own experlence or good Lhlrd-parLy sLorles - Lhose
Lhey wlll use."


lmaglne you're slLLlng wlLh a group of frlends and you're all Lalklng
abouL susLalnablllLy. ?ou've [usL read Lhe sLory abouL Lhe new brand
LhaL 8MW, 8MWl: a susLalnable elecLrlc car, LoLally relnvenLed,
based on Lhe changes Lhey wlLnessed wlLh people who llve ln clLles
llke San lranclsco and 1okyo. lL's a cool sLory wlLh a hlgh asplraLlonal
level, and by Lelllng lL you'll deflnlLely score polnLs wlLh your frlends.
lL's relevanL because lL flLs Lhe Loplc of dlscusslon, lL deflnlLely has a
Wow lacLor slnce lL's new, lL's sLlcky because Lhe baslcs of Lhe sLory
are slmple, lL's auLhenLlc because you read lL and llked lL, and you
made lL personal because you Lold Lhe sLory ln your own words.
1haL's how sLorles spread and brand lmages are sLrengLhened!"

8uL Lhe brand also needs Lo make a shlfL. 8ecause ln order Lo creaLe
Lalk value, you have Lo creaLe experlences. A brand can'L [usL Lalk
abouL producLs. lL has Lo creaLe sLorles around Lhe brand. And LhaL ls
exacLly whaL we do for brands and for people: we creaLe conLenL LhaL
Lhey can use Lo convey Lhelr message and Lherefore boosL Lhelr
publlc lmage."

Anouk appers
8rand AnLhropologlsL
lounder Cool8rands and C8nWS
AuLhor 'Around Lhe World ln 80 8rands'
AuLhor 'Cool8rands Lhe Curu book'
AuLhor 'SLoryLelllng LxpedlLlon lnLo 8razll lood'
AuLhor 'SLoryLelllng LxpedlLlon lnLo Lhe Mlddle LasL and Afrlca'