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John Elbing, the author of ‘Storybuilding: Your Brand from Their Standpoint, explores the critical differences between storytelling and story building, emphasising the importance of understanding the consumer’s perspective.
John shares insights on how effective storytelling can create emotional connections, enhance brand recognition, and drive consumer engagement. The conversation also delves into the complexities of B2B marketing, the founder’s advantage in storytelling, and the need for consistency across different audience segments.
