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Thanks for reading, Christopher, much appreciated
Yeah, take your point, Jerome. I noted in the piece that there are always exceptions - if someone were able to explain their expertise in the way you've described, I'd put them in that category, though I do think the majority of experts will have an established presence, of some form, to refer to (even if that isn't necessarily under their personal profiles). Thanks for reading.
Thanks Robin, really appreciate it. I think the key to understanding a brand's emotional core is to first know the brand mission (I wrote a piece on this here). Once you have a concise understanding of the core purpose of the brand, you can then focus on highlighting that in your marketing efforts, including storytelling. That, I would suggest, is the first step towards finding stories that resonate - identifying those that reflect a brand's purpose and place in the consumers' world. In the case of Guinness, the listings I can find show it was created by BBDO New York, so I'd think they came up with the creative, based on client brief - but that brief would be reflection of their purpose.
Thank you for reading, appreciate it
Really liked your article, Ben, thank you for writing it, and for reading my piece.
Thanks for reading, David - always happy to talk up useful products.