Which stage of Brand Storytelling are you in ?

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Which stage of Brand Storytelling are you in ?
The evolution of brand stories can be categorized in three stages. Fiction Stage: Brands crafting fictitious stories to trigger emotions have become a very popular way to connect the brand to the consumer. The connection occurs because they aim to trigger an emotion which matches and reinforces the consumer’s world view. As a result of triggering emotions the brand story is felt,…
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Best told stories from Steve Jobs

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Best told stories from Steve Jobs
Happy Birthday Apple! We all know Apple as one of the finest technology brands but apart from technology lessons  Apple has taught us some psychology lessons too. On Apple’s 38th Birthday today, as a Business of Stories, I want to share one of the best told stories from Steve Jobs that I have enjoyed, learned, applied and benefited from https://www.youtube.com/watch?v=zkTf0LmDqKI After watching…
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Business Storytelling with Dr Benedict Tan: Humility in Action

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Business Storytelling with Dr Benedict Tan: Humility in Action
Today, my story is based on personal experience and centered around Humility. Recently, I was at Changi Cove working with Doctors and Healthcare Leaders. It was a fun day of crafting Narrative Medicine that involved hospital deaths, brand positioning and leadership. At one stage, Dr Ben Tan (one of the participants) and I spent 20 mins working on one of his upcoming…
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Narrative Medicine: Patient contact, back to the future

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Narrative Medicine: Patient contact, back to the future
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The two main sources for a doctor to know what is going on with a patient is via the patient history and the physical examination. All too often now the physical examination has given way to a battery of tests. In an era of amazing advancements in medical technology, this is a most telling and moving talk by Dr…
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