Storytelling for branding

Kalus Fog and two other authors have come with ain interesting framework to buld a brand. it's interesting because it collects some of the lessons learnes from UWB book. Every succesful story has 4 elements:message, plot conflict and characters This core story would become from the result of the thumstone exercise, screening of internal and external, distilling this data and testing the uniqueness of the outcome. From my understanding they suggest that thorugh a compelling story the company values become dynamic and easier to understand by stakeholders.