S1: Pilot - The Storytelling Brand

This episode explores the role and importance of storytelling for brands. Phumulani uses the Aristotle philosophical lens (Crisis, Struggle, Resolution) as a theoretical lens to posit the notion that behind every purpose-led brand is a need to find and champion stories out of the lives of consumers, and that purpose-driven entrepreneurs, as the architects of their brands, have an opportunity to see themselves as storytellers and see storytelling as one of the most important tools to understand the human condition, the reality of their consumers and how they can use their consumer’s reality to find inspiration for purposeful brand building and sustainable innovation.

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