Does your marketing strategy hit the sweet spot?

By AIM Education & Training

A person in a white coat places a bloody lung on a surgical table before splitting it open with a scalpel. The very same person places another, much darker lung on the table. The comparison is stark and unsettling.

The images could be from a horror movie if not for the narrator telling the audience about the dangers of smoking. The gory scenes are an example of what marketers call a "fear appeal". 

How can storytelling grow your brand?

By AIM Education & Training

What do Shakespeare, Budweiser and Pixar have in common? They are all amazing storytellers. From Toy Story to Hamlet, with a few hilarious adverts thrown in for good measure, these three storytellers understand what it means to spin a yarn.

Marketing your brand can be as easy as telling a human-centric story.

So when it comes to communicating your brand, why not go with storytelling?

What is a brand narrative?

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