While every brand story needs to be persuasive, not every persuasive story needs to be solely about a brand.  

 

Sometimes a story can be about something of importance

to society that also lies within the essence of the brand. 

Today, the added value that consumers want from a

brand lies in the core values of the brand itself.

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87% of consumers say that the interests of society and the interests of business should share equal weight in decisions

that companies make.

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For the Citizen Consumer, it's no longer about a brand

being the best in the world.  It's about a brand being the

best for the world.

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I call these types of stories 'Films of Persuasion'.

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