Who created it?

Greg Logan, a global brand storytelling expert, founder of Narrativity, and author of Creating a Blockbuster Brand. Greg has helped tell a stronger story for the world’s biggest brands such as Adobe, Forbes, Google, Netflix, Qantas, and Virgin.

Storytelling Pillars

Clarity

 Is the message easy to grasp, jargon-free, and consistent?

 Emotional Resonance

Does the message make the audience feel something?

 Distinctiveness

Could a competitor say the same thing, or does it stand apart?

Tone of Voice

Is it consistent, engaging, and aligned to brand personality?

Audience Relevance

Does it speak to the audience's world, not just the business’s features?

 Narrative Effectiveness

 Does the messaging reflect a clear story arc with impact?