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Simon Kelly: "The only way you can reach consumers...is not to interrupt the content, but to be the content.

Sound Businesses: Profiles of companies and business models we are keeping an eye on.


Having a good story — getting messaging right, in the jargon of marketing — has always been a key element in building and maintaining a brand. Whether the brand refers to a product, a corporation, a personality or even a particular government, telling a good story has always been part of the elevator pitch.


After all, spinning a yarn has been humans’ way of transmitting stories, histories, and cultural traditions to one another since time immemorial.


Simon Kelly, CEO of Story Worldwide, has elevated the ‘storyline’ to the paramount factor in branding — a necessary response, he says, to the rise of social media and the disintermediation of relationships between brand and audience.


Kelly spoke with Karma Contributing Editor, Michael Moran, about why he thinks smart storytelling tactics should be part of every company’s brand strategy.

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