Your brand is your narrative.
The better you are at telling your brand story, the more successful your business will be. Unfortunately, we have lost the art of storytelling. We achieved great business success and yet do a poor job telling our customers, employees and our stakeholders about it.
And by the way, in the formula above, we mean "transformative" storytelling. Apple and Adobe are successful because they are great storytellers. Not only are they focused on design, but they also understand the power of visual language.
