For powerful brands, an idea must thread its way through every piece of communication to create a consistent and unifying premise that attracts people and creates a deeper relationship. Each element must use the idea in its own way to create consistency and allow each piece to link with the rest of the brand to work harder and build the brand's story.

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So then, why don't most brands do it?

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Because many brands, agencies, and writers just don’t get it or, frankly, don’t care. They compartmentalize their thinking, pick their favorite channels to work in, and don’t discipline themselves to make every opportunity amazing. Truly great brands, on the other hand, see opportunities and pounce. Many small brands, for example, hungry brands, including start-ups, make the most of every opportunity because they need to make every dollar they spend do the work of ten.

 

Story threading is an art that expands a brand’s influence exponentially and requires a skilled and dedicated artist and writer to do it.