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A narrative/story that allows your customer to intuitively know the benefit of the product/service you offer. Everything follows the brand: logo, copywriting, website, print, social media, blog and eNewsletters. Your story/narrative/theme should have impact. A good comedian points out something that impacts you at a gut level - and you laugh because you relate.
Remember the 1984-themed commercials for the launch of Apple Computers? Or Volkswagen's iconic "Think Small" ads? Geico commercials? Super
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