A watch brand called Shinola, which produces its merchandise in Detroit, has generated buzz in mainstream media outlets thanks to its unique narrative, writes John Jantsch. The company's brand positioning "invites us to support a social cause of sorts, to fight back against hard times, to support something hand made in Detroit," he writes. A narrative can be a powerful way to grow your brand, but Jantsch cautions that you need to "live the story."

Related Summaries