The power of story telling.

Contributed by Jodi Harris

Every brand has a story. But not all of them can weave it in just the right way to draw audiences into following it.

Social media is helping in this regard by providing a forum for brands to communicate something more than just a carefully crafted, on-point message. It sets the stage for true sharing and interacting through storytelling -- the art of personalizing an experience with a relatable, empathetic tale that entertains as much as it informs, and encourages reciprocation as much as it reaches out. 

No stranger to telling a story is the Levi Strauss & Co. brand, a name that has likely been featured in millions of consumer and cultural experiences for the past 150 years. iMedia spoke with the company's senior director of consumer insights, Michael Perman, to learn more about the power of storytelling, and how it functions as a marketing tool that can pair insight with innovation. View entire article