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Brand strategist John Elbing of Standpoint explains why people don’t care about your story, they care about how you fit into theirs.
John introduces his “Storybuilding” methodology, a canvas-based approach that helps companies find their foundational story before crafting marketing messages. He breaks down the three stages of encountering a brand—Recognition, Perception, and Projection—and shares how to use AI as a sparring partner to achieve authentic customer-centricity.
