How to Win the Story Wars
OCTOBER 25, 2012
Vanity – The audience should be the heroes of our story not us as brands. Not only are they engaging with us in great conversations across social media channels, they are also our critics, so being sincere is critical. Sachs highlighted the example of the Fiji Green marketing campaign, where consumers quickly learned that Fuji’s practices weren’t "green" at all. What do you stand for that you can teach your audience and that will resonate with them.