All stories have a beginning, middle and end. The trick is to rethink these terms as setup, confrontation (sometimes conflict), resolution…and that’s pretty much it.
All stories have a beginning, middle and end. The trick is to rethink these terms as setup, confrontation (sometimes conflict), resolution…and that’s pretty much it.
When Mondelez were looking to relaunch Toblerone, they looked into what sets the iconic chocolate brand apart.
There’s a lot of strategy that goes into a brand getting it right — and that takes time.