BizSugar.com › Marketing › 5 Ways Living An Experimental Culture Drives Business Development

By Doug Austin

Today, consumers don’t just want to buy a product or a brand — they want to buy into the whole brand story. This observation pays homage to an Old World mentality of artisans and craftsmen, whose products were a genuine reflection of their art, hopes, dreams, and personal stories. And modern consumers still have an innate desire to connect with the “craftsman” behind the product, brand, and company.

So where do you begin when communicating your brand story?