The evolution of brand storytelling: How Johnson & Johnson finds stories that connect
Storytelling has been ingrained in human nature for tens of thousands of years. Going all the way back to the first recorded cave paintings, it’s a core part of how we communicate. Along those lines, companies recognize the value of investing in and developing content marketing, which is part of the complex art of brand storytelling.
The challenge is getting your content to the right people, while standing out among the countless other messages people are bombarded with daily. One way brands are increasingly cutting through the clutter is by taking a newsroom approach to storytelling.