A brand should incorporate a variety of perspectives, and not just sit at the center dictating everything.

Takeaways: The art of storytelling can get people into the door. If it stops there people will get put off by not feeling they belong. How do we carry the story through to belonging when you’re through the door?

“Heritage is the most important story to tell.”

“Storytelling has stopped at instagram” it doesn’t feel like a personal conversation. It’s often one directional and you’re just following a conversation that’s intended for someone else.

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