Global giants Nike, Adidas, Pepsi and Coca-Cola have all built up their brands using the concept of storytelling to give purpose to their work. That is something that has inspired its own newer employees as well as the global followers of such brands. Apple is one example where the business leader became the brand himself. Thecorporate strategy was set in such a way that Steve Jobs’ not insubstantial brand name came to be leveraged for all company products. He was such an inspirational speaker that once at Stanford University in order to inspire the students, he narrated an incident from William Shakespeare’s play Henry V where the protagonist motivates his team using the phrase “band of brothers” to refer to them all. Marshal Ganz from the Harvard’s Kennedy School of Management calls this the “public narrative” which these brands which to carry forward.

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