Personal Connection in Corporate Storytelling: Beth Comstock (Future of StoryTelling 2014)

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GE CMO Beth Comstock emphasizes that connecting with your audience through an authentic, personal story is a critical first step for any brand-you have to achieve “mind share” in order to get market share. A company’s best storytellers are often their team members working behind the scenes. A marketer’s job is to elicit those stories and translate them to the world.
A Future of StoryTelling Film. Produced by Melcher Media and Acres.
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