Brand Storytelling Storytelling Magazine Julyaug09

  • May 2020
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5 ]5 

Finding Meaning and Authenticity in the Storytelling Brand

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!RESEARCHSTUDYBY.EWCASTLE5NIVERSITYOFFERSAREFRESHING BOVINEPERSPECTIVEh)FACOWISGIVENANAMEBYHEROWNER SHEGENERATESMOREMILKTHANACOWTHATSTREATEDASAN ANONYMOUS MEMBER OF THE HERD v EXPLAINS 2OB "REZNY "RANDING IS MORE THAN JUST A TASK FOR CATTLE RANCHERS 3TORYTELLERSMIGHTBESURPRISEDTOLEARNTHATBRANDINGCAN ALIGNDEEPLYWITHTHENARRATIVECRAFT)TGIVESUSANAME 4HEVERYACTOFNAMINGSOMETHINGTRANSFORMSOUR RELATIONSHIPTOIT -5-.),3.&&,-6515%()15.".5('-5,5*)1, /&50#-85'-5-*%5 .)5."5&!35) 51",515)'5 ,)'65."5-")/&,-515-.(5/*)(85'-5 &-)5*,)0#5/-51#."5*/,*)-5(5#,.#)(65) .(5,0&#(!51#."#(55-5."5 -.#(3515,52*.5.)5 /&ŀ&&85 #'#&,&365."5('-5.".515!#05.)5-./Ŀ5#'*,.5(5(,!.#5)((.#)(5 .".5-"*-5(5#(ł/(-5)/,5,&.#)(-"#*5.)5&# 85-53)/5('53)/,5/(#0,-65 3)/5-.,(!."(53)/,5)((.#)(51#."5,.#)(65&&5.",)/!"5."5-.),#-53)/5.&&85 ,(-5)*,.5#(55-#'#&,5)'#(85&.")/!"5.)3655,(5#-5-)5'/"5 '),5."(5$/-.55('5B),55&)!)655.!&#(65(5#'!65),5',%.#(!5'.,#&-C85 5,(5,*,-(.-5."5)'*&25').#)(&5,&.#)(-"#*5.1(5."5-.),3.&&,5 (5."5/#(655),5#(5'),5.,#.#)(&5)(.2.65."5').#)(&5,&.#)(-"#*5 .1(55)(-/',5(55*,)/.85 "RANDSJUSTLIKETHENAMINGPROCESS ARETHESYMBOLICAND PSYCHICCONTAINERSFORCOMMUNICATINGTHEMEANINGOFSTUFF )/,5 ,(5 #-5 5 ,*,-(..#05 -.),35 ),5 (!!#(!5 #(5 5 ,&.#)(-"#*5 1#."5 ."51),&85#."#(5."#-5,&.#)(-"#*5-#.53)/,5#(.(.#)(-650&/-65(5-*#,.#)(-85 Ļ,)/!"5-*#ŀ5#'!-651),-65(5.#)(-653)/,5,(]-5'--!5(5-.),35 )'5.)5&# 85

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