How stories scale brands

In every brand’s trajectory, they’ll need to cross the chasm from niche to mainstream in order to grow: a time of high stakes.

For many CMOs, their instincts will say, “Listen to their brands’ audiences,” and tell their story in the most relevant way to generate buy-in for their brand.

But by exclusively prioritizing relevance, they trade being different, new and surprising, which is actually more valuable over time, even if it often feels risky.

It’s important to deconstruct how stories scale brands and map out the three levers of growth that add up to a different and relevant story.

– Judith Carr-Rodriguez, FIG (Compliments of Anchin)