Marketing
November 30, 2022
Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock
{"ct":"7Al9k9mx+w9wBSR8QCk4tgqz6ek9L8csHD05DApiRX9SavKoKWSMV3tThWS+eU8U9EK754JnuyGBOfumLLF\/96RFkPfBmM6QYuVmvjOgJ7E1dh4wh5nR+qVjBUwK5YLCwvwcteFJhjYi9GyjePcxQZn9iJA4iYtCRvanwzx5FavYqqNd+jU7ErUNhBvOnk7paT3XNyy50FB\/8TdO01hQqH2HWnadhWZKbPHsqEA5mx3tZ4VlOuBelwhE1PAVGpNLzM1ax6n3KFHPJo9hviv4WNVZu\/89cZz69y0KwXa7iMhEqheuHjq8Y9bzdH8Ci\/enIAtPd89oNGzyBSRUEvk+o4\/xWYXRHBO0fyENJljLDqLDFGkCyY1SC\/gJH6zu1yTTlnVvyoS3BaMuor8p4sd1AxOKvNKGnqFu7BbOolev1J7nhxg\/02MrH+\/kGnv2FlqXsbG65c0Uly6qYNLvex6BGtzH9Qc5n2YDARF5O\/yq28QQUJXjEKSGngWgXhq3DNmHkPQcx+ftDhM\/lcqWDqKz\/LcsolKTXco3zHOHkRmTYTjNspSzEvWk5ldwNHW0sxaE0AlQYmSTD0yZ1UBaX86iFoMfEO2jB\/l7Q+UEFnutLXo2Qd8FLP\/8HxtTJmg0C6AonhRYR+\/PQojYYFKyaTEAX6AtBGBY\/Sf8gu7rF9bbIuZGwH7YaIC1NCHs4sg4GFxknCjFyfIeTFFm1hOmOw8MY8F\/qNwsNND6+bgctH9+etfKCmpoDw+rboXKh+rq7AxYIYokGemKhEQUYQ8oKaXUOAxvXsdzcd3O1m\/lD5QjuuHV0KXyv+oSdFmKv1+uJ4pnR3RlYAzhVpwziRHmA7+0tkbDJPgtiHy\/5k1sYm8DvnWXdm2hBPTUKC46A7uXLCjkf6tLbpin\/DlNSmpu3srifajLgDTdjGgSviQshQu9Mm6EN7vkpfA\/WurWodQN9oPaE40yEU8fEkAfgdUS6pPq4hfopcmry7Ve0hXGzKi1sdFc40E+fU\/9OS1phAcP55LkVPSr2gDlXfsCRIQNNWPpWJur+dHaxpoIvBZqX6fIMkF2pHTQ4wfLCbRkQntt4OXL0jmhKEC+e8\/IrsksZ63j+nXjuFmu3G7g1X62FsRNM9fuB+qGI3SouhhiX9jtapKp3Z+H3OLDnsB9DMwtAcXqZSwrIgtJSEfjvusapMcvVAmgukR0nF5FqdBUZ4OTQ72luQW\/UVjikyIxiymXD08id8g1Zyh4jEk9E3+eRGeyaeMTYNk4k+f8iQkpWZyZvvIndy2RC63859FDQvp2E800ObP1CtHdVAH7dzvgpse0QtfDenLsqijoRgdCcvDfCvCMD8aZOF2PQfI4A06QNJ5ReiRTf02gEJo+ZOxFdBQAE3pO2xCudr5VryY6XGTguek5oV19A3H5U0klQZ2HSOs1zHWy5vkp6uw8QnLfQDCeYmOHjK24IHwTClT5qkI5zlCcA8dH1i4gyFGNW5xXb6w+hRIaL9UgZzH5v8oS4CIFFN8t0XyGtFC6iF0p7h26M9yiBCBzWwvfswcgRxdeGBO8W7+KwRkFl9Bx5vX0zgAgv9mx+3otzv8rWuvhnqB\/dR9tx81J3xuaaG4q2zbz+L9Scm3Ljk+Ub1DeHvsPf04cfIZqwNz23PJqrtf9nHPCGoEfeoA1VkJh6oAzqkyT00QW9PrcYSVjrmSIBZkfOuV6aThGMPGnSD5PNAY59pdrpI6ejLdsKfxyL9larJkhAtfKU0St+bNriyig4+tz7x2PETGapLuIJjGlD\/S3KHmMjkoYck41LZBMc5DUHi\/TB0rwzwLPMGlk0Grk7E8u6NOcnjjKEZ56lk4\/0ctjEIVovfWf\/Qi3XaalJqjvAls7TdwLjfq0u+kjrtBvMsznlSXxKfIIfFDg1nljbaiSBOQxyuySjtfT83d1jCYIe7axLhLSRQoTtDzMnW2lXI\/qkeYAdx2QZBZO67aqzfq22X4sTHa8cFJ6eMtrgJzar3ePuZ1luKwFXfTIdb\/xNmxNcs823Gh5yVq3MJ\/I8YawTTUEB3QH0UXXQfxdNhZ6raJ2yPpsP2tt7L\/jFfDCcPVdqHD7hAGat4y0TQpq1PtVbQUpxGm9hJ4X20eMP+Uvyr3SnMiUnJzBWZyvEp1uoXtXbPZF\/v3noBwzRNT0XafLOdMCGCLu1K0Car2yPil\/fICkRgkjcH2LARmCHObQveKungtRQqQTqTuvBbAhEdoOiGVr8NTl8LCobAsRqLTyAv1tc8ceVK9ho9q0HJHS\/b1TyGLRWP4pbZ6bj3AhFshxsy4fDitNsOIBBgFgU8Ai+4zoPg\/m7OyzdYXqBpEFsUuTUNVRZ+bu\/+LkkpHp57aiEnW7T5hnLoLCvdCPWhPI4bynoVAY0uoGkeTrfAI0c6ng\/+NzcSrfbD24He5cRKQ0oqfVNB5Y+F3uUy45nWoxfoQRnM7uGzI4egGUO8P+NLUqWnfXGJhKvX5EXm2L5BuU2fhJNnOx+oz2gG29re8JnUuM0tDDRAloRg7tKj2nnUeCnUjdRIXyuGr6Hwc410E6mgh5vP23hWzsuk4Z+XmS0sX7mhzSZm+fuWwxqzvj1pVTfoXcsSqeCfKd6F2zWEGvHdJJXKcpW9mS38axlyM5s5TgIj71WPggsHqIUX0vplIf4+uKK9WzwXvnsRpq9+9LiQ1Qi\/slieTYaJF4nZXJfb\/Wbw083ZA\/6O+zeEqbO0S4oAVb1y0neM3DnBtQFENkIcPJSJAIEWatjFENQNzPyud3mudVN0NDzTwEoMorhzbC3zPl1+\/zxi75\/2oE2+iwUwl\/lWlS+jtXM4rTnGToJCcdXjbUeJ30ijyv7PWx8pibxFEiJ6EODFAxItizHPr4xI0EUNBWcMwBfRdtFcJbQn83PPunyRMoIt\/8lA3Hsn7CXyeQIhkGvhYTajfsrasR5YLIPEoQVbvoIlCvlJPPgA6kIWij+DFPL939ipIE+V9FSmo5g7PNEWFIsti2NkUS544PkICV0raJb8VoYSMB3vE6PeJOVs3vrZG8TcxD6VMWtsggB6SNzckugXKzqYiQf8lM97YXFw+yISdBMhdWYnp9d9MNT0gsIp6PLU3y2\/kVa\/H5EyZtdo9lVBM\/DYJ\/n6AQfL6ZbyzlNEd9YOiu7G62PpkKwffAcNfCSRqkadacdD\/N5Lam1LFXJ\/1TjMTEdPtmKVgg1mR6FKiSqkE5KNGnamcJ1N76ixKYdCkSXw2tE+C8NyfW05KPOtTF6IRVZ\/npIhd3BGrH8gFxyEfOtP1HBT72kat0kXNQQUpIw8zA5u5s9Ee8hCKn3IUcrnS\/Q4rzVnyQzRoDanpx5y7zF6bhQ2Yykbpzjpsl9tiTQqJKsvR+hac5Y04YvZ9Y1\/GPEGaBhYcXtO3C6blIlvxulhAQS7KZAJBbxUYmxOgDKX0EsDqggayaz+qzabgVOhDx1ENdsAMmPESyC67Mfw2ArE5xoStmN8YA7lk7m81LB7lWSKZDcSAOSBi0iUHRtCfDsSdeQvWQXzrHau50kl0rQ\/OxLjvpDs5S7x8ktGbG8frb0KeAZpAWTT2KeQ2h80jTfZfpTyePKQizWNx5S8v5+qHxACEHWs16Ba5i2MMVKkN9xB+DoKR0EhF6x3ikgm5T47bXqNtFC0942DYIFGoLWTpnyt0qRnQXSNuD5Tx5SjaijI47sOoGfmunq6qFtylVNrqMMHGitMFb1PRd+prA\/kw+LVw8CY93ZdfOiflGPU5HZhPXYdyjjusUEy2I5u+fqlZcPmXnbtR40y9rJOzXUtVfe2wSqfX6ZEiJiY1OsDxSiNYpwyqVGaHCdduumjtBAik7+FnEU8OgNLpl0rS+dWg0kAonLn3HaTWGm\/JjewwC4XneH+gZl6v1rHvCTeXa6cPRZaI0V0NXOYSwPu6aFsxvRs45\/GnAcVt3Pp3MYxVJCZM6y+sp3f1qr3JfLJCyEZLHCReIywNvnaQonpVpH2l11r2cx0KpBMKJmUpXQbZs0vPLJL2CDyFWeqE\/xoLtu52TdTf07xE1d2jBqPmK9nnWFGDXcemQAg9nSwsL\/\/j5bluuJRZsRbKtxHuVZQIvrzjEf3Uz6n7H7hKsRisGSEMcOg48aXgJImd7UW3Tvh73BfY3dmi5+YSBjJs26zLgYNjIVrssAHDeu6lU5b8We449KZNBCyeUzi2PbAeKbCc+NXxsd0Ev7eX3w440qUGgrY7b4I5cqVapZXGJnZ5ceQjKRxyIvC4s2W\/0ys4FFp4yPji42xTN+Idp8V2vEOaPJQRtpZPrOcR11yOYEYFzaEGairDb2C7Vxe814cfKO5XZtLITCUEE\/mbTpuVGNLvZSspVOYxbV9Qb8dVG1QHoJwWERtMSirPz3tTtmm\/LIhceNgrxIaEy+g9VQ\/Y3qxPLHbuUjCegeInGmH4WmGtKmif1+wfW72o0UkSJmX7C7fYI+Wk\/DD9FsJGZgvggsUqcWqyJS+07bHDAvl21l4mY5Y6Mdd3mGJfFMv0wNGde1WbCZ8QprbWEq2yZUXXTqTYRD4U0fSmGpswmtc\/sBUXc8hU4OgApqtQdN3oeYxNDvgkYPv5QqnZ7FQo\/bJLUpsQPeRlrzQ7uemmqlgmm3D7\/uIU7E8dlMlQ1+pa6yrhBrAJdhwt9RhyyBZK7BpGQfpfu+inuN3mrpKXmVQLAUNYCrA6DFmmL\/QPg5bgkQiYSupo+e412QgQpxgFwK0Q6Ix7+N+Fq91PRzL4pRNkWvG9lroP6L\/vFbMHU1iRqkkfnLmQjc32kpuICInumj3yGjbIg5hUvXxCp3IdO7IWWijYKfKIw6FJ\/UuDqmS9LfRNRsm+xh2mryd\/CEGUcLOpIvgxQmOLZZoGn2VIqC\/3rKttYm7kyCZo4Ope96dzppRr7onQAitBjmZorKIgbPryFdMzJFCv54J\/P2kRmoDP3\/yuhJlZiytSe0DLtEtFm\/aYUFRFftTNN2k1\/lg4zqlPr1nkWgUry7Bc9ldtV1TCIIZXpJiGzvVRRRD7m9m8mg0mZ9mqrlw\/YzJzD29O7o6eEpmzVrdxnI6\/4EBKbW7iHRvlw5C3USMqN1N71w2X2BiHozLHp47lS7rwxaMrf6teAgLPfBik0I9gQ189k5kt352kj2ulFEb+I6Oxdzl8jYQCeQjfV+oFSfGvkeqG9QgCGvCAo0cfpvSX\/ALt1Oh2Jr2qe4rYCshoW7qvbFsRN4Y6g1aDlWxNyY2ga394i0717PUvNR4lqBwMGTPSBoLreixDi2fzWNmpLLb1F\/xWZVhSQB97+JOEZlB4AOUntfF\/K2f96ceuHRlIDCp4rgm\/cZgCA9jL7QmqnWCzLRQRqziKxPDgU+FmAwpI+eHXHzMSzJOf4+JPJEEymCOAl4QHBU90GgfUNF1fk11sMdvASJ+0k8aRFpY87GGYaFMXubugFfNRkp7mWRgyhXrH8MnYAPQ4eVE0pJP2KiWw6u8LVtd+BOKcAtHOWhHfN+QLk6+NxE\/KmystCKS4g5qRXg1ufS7oCOqq5SRY7u7Dfub\/RkmjJ3+ALumyF65x1NTGNEoeygbd67mCEckaeiTBaexFsqNsQ00er1\/G04NkGy3YykC42ztUBT4hQUpenBkL67iStaUxbyXQbV0uathLfm2e8Qd1vKcY9+BhGw+osZvU8ATTPlAXW\/LgES9wZTpXtnz0ebfA5xhEoUChR0XZSy5vFa1YYIU\/CQn95nmBAcoOcLbx\/BY3pYADbTOAMZlLDmYUmYuXV5VEbt89agva2QRno7CdxdUtdnv8G7TYxD6aPED8xr7jSZNGJJdTC8CEkwW0MEtkMtLeBTaVXCtc5QDcol6IBVM6qNATPF\/U0noeOm\/4ajgALgfUq10fAaDKGLws123o9ymeMTWYWi477TPf3C7i02VYBeVBywS+4WCwlupb4Vq72\/TBwl4YmEoVQd71QdYFgZhTpWGSzNlT9fFEJAFs6Np0hHl2M2UqYTVc24pKUoW7qv0M62jpXtERoCxENNkSyerEtQR30K+KLURvCgkDLTD\/ELV+vsqIAxrJUIJoHWYAgp\/2ebAA\/m15cLhyA+4xX3u0z7WOKR8zduSSu2QLOTRuryS6x3+0GA5mWACLsNkYaEiZVLbvEp8o4nJnD4on6VGB+6UTUC6DmT04btF5bkDqfwsHAYBTH2k+rW2EP5l3KgRAYc7FALEfXvSXGRKXq+XKYXKCnNK+6HQ1xCOL2AD49bSJAjnUa4nytmAzt\/4\/356PqMl\/s5lyfkDczuxJ4IP242288M\/0RJpdPeQ1Pf1Gf8rdKYAb9iHAZpCMW6rXYp6V2I1YBbMZo52zifdKEcoH8KVqP9m3i2s8kFrIbDKNGWfYdoiv5ZLIghDIArTRrxamXQtQS5qX+FlW9MI+UiZYZ6IWeAzoYb8fMCViWoSZRJAXVBnWVY7izmWbF3aAFma6DLwmnotd4kuN5LMMlmEqHYRpaX8XSKdmu+QP9jgF1LFsDzuKSzwReNoHdyVhQyyun4ltC8W5rmxWyla\/ktoi9u17Vj6mXJVl5\/UFDrN\/TorPDc5c6bAFbGerv6SmWUPCMlx3voBDHsu6H3f76uJwgahWaCE05cVDBLJ1edoAMtHPGdaG3bGt7k9eLYpxtuuiM8RSmcrJru8ZBQUc40fDeifgLcVLkuP2z5boXr3PQyx4lZg5\/2YjpPOlA5FOmo0Vfjc\/kU+EpVndGt8W8\/2mS0DayLnrHWsHHhaeAi9lUAJaimzprsfqJADbabRwGGw84XID3kwsrHaRUOmCPW7e3\/AfLiC6TteLc8Lg2NI3Oim2MgZNGoMohX1Z1gjr7\/nkRTPkP+FRjbdcONc9dFlldvKapJpF7X+rZeCdjGcUFqSAV0fYtQm0FBN2CLjimAdVQLTUK7zP9UVQkRePdLG504fADH0+pITljO4bQ8bby6zkNzEsVtqOVJeIHbFGhIMGJTqpR60SAcw+3WPcoKAHyPfwYGF\/FA39waxcjqTwFj9BI7Iosrtb6R5DNrQ+ZzKQPWkZqHrTG3uKxsmKZxUF25aLS+Y1\/w1Rd+qzIV5S8v24bE0ABvtyum1OmB1fM4UVFAZnLDHnTTUZlXh+C46YyaiPFyeB8VSMdLxRmAS9cheVvLZdJN\/SbA3\/\/z3pQW7ijsD+wy\/9w5Gk0rfyefMd2BHyy6Xy2KHEtT29UW46x8RixbdvHzTpVt\/xLMkOHeKDhdj7bI2XiEfbgKhlxVbL2E+Ahl18H4cA7bHpwddqbMN\/pbCV1hTe61oBGsHOox5Pm7l9lMcvGYZHgvPPToeTn26jqcgdFjfG+hhENQmmIADuDuT0rY2dnGCUK5UTt5ApGztnQxcuejFOecCnksO1B0uXUgqQ8SWulBXgQO1RluEoHe1aNlymtsu72qFRgU\/Pe9K3QjA3N65UjavlE6LwjCYLbzzn7KbhHw9o2gLQiErwZlOLoA5vptMac3Rk1z\/C553AmrseeERL+m3kUbOaHO0m3I7hG0PLoqaNfKbjFjD19zyYoCf80BUeLpc24fMhOshXQjdeF5nQEmXRnPZuXTkvcYfkgbzhQAIecCGsXNxwHHXUGzA7pG8ef3upb8SJfrCXBShH774tAkG4zgzGmMotGsKL\/Xvu7VJoI7lS1YbctlEfiZDisWMjA6CVBLBcoq1AZ1JVDiYcmFHyoWzHJdQEsSX31tM2\/o9rh6ors7OpRXQg4HBmf798GRANgMFt6qvLVI1UME+yi5zGD8Ceb7kmAEs2YNQc6hU8K+4dl9BbjyftFSyC0z9uX\/VNbcmPrvaM7KKceulUs90NZ3EcceARDNzd8ZK52XdOnstusDmrPgXr+T8YnUTYpH4v2F3H\/AMU=","iv":"06b0fcab95dea72cb7800ef24c633cdd","s":"438996cae370bb14"}
Share your thoughts. Click here