Today, brand perceptions and relationships are increasingly difficult to maintain, due to constraints of limited budgets, a whole lot of options, and audiences who are distracted, disinterested and skeptical. Reciting endless facts and figures cannot hold the audience interest or ensure any recall, as an authentic story can.

A story intrigues us, gets us involved and makes our mind communicate silently with the storyteller. It can break through any distractions, change our perception, inspire us, and generate lasting memories.

Mismanaged story platforms, disconnected programs and teams with conflicting guidelines can botch up a good story. If there are too many stories, the impact is diluted.

Having a signature story, which is integrated, coherent and authentic can make organizations avoid these four pitfalls...