Module 4: Additional Resources
Books: Good to Great: Why Some Companies Make the Leap and Others Don’t by Jim Collins Storynomics: Story-Driven Marketing in the Post-Advertising World by Robert McKee and Thomas Gerace
Topic Tag: Branding
Module 4: Conflicting Dynamic
Established companies with years of experience have advantages in branding. Corporations have the ability to simultaneously call upon their history (their founder story) or develop a narrative fit for the modern day — or both. Corporate brands can use their founder when it suits them or their employees or their customers (or whatever else a …
Module 4: Finding Your Entrepreneurial Story and Narrative Arc, Incorporating Your Story Into Your Mission, Branding
What is the narrative arc that has led you to this point? How did you get to your why, which is embodied in your brand? “The good to great companies did not say, ‘Okay, folks, let’s get passionate about what we do.’ Sensibly, they went the other way entirely: ‘We should only do those things …