Often when you ask someone, what is your brand story? they'll give you seven factual bullet points. A signature story - a once upon a time narrative - is more effective.  "People are not interested in your company, your brand, your product. They really aren't, sad as that may be, and even if you get through with the message they're skeptical." Stories "get attention. They get remembered. They change perceptions. They change attitudes. They precipitate behavior, and facts just don't." …see more