On the June 13, 2013 Siegel+Gale blog, Peter Damon,looks at the building of brands through storytelling and the true role the brand should play in that story.
‘Brand stories should resonate in a myth-like way, especially in the age of renewed two-way conversation. One mistake I see is brands often position themselves as heroes. “Look at our amazing products, see how fast our speeds and feeds are, how smart and innovative we are!”
The brand is the mentor and the hero is your customer. Your brand’s products and solutions are the gift that allows your customer to fix a broken world.’
Read the full article at http://www.siegelgale.com/blog/yoda-the-brand-and-ultimate-mentor/