From Apple to John Lewis, the most successful brands are great storytellers. Here are some ways you can take a leaf out of their (best-selling) book. Since mankind first sat around a fire, stories have had an amazing knack for bringing people together. Whether written, visual or spoken, they help embed facts and trigger emotions….
Tone of voice is nothing new. It’s been around since brands first started talking. But it’s more important now than ever, because a) there’s a whole lot more competition, and b) brands are generating more content across more platforms.