Connecting the Dots: Douglas Coupland

"Storytelling is ultimately a creative act of pattern recognition. Through characters, plot and setting, a writer creates places where previously invisible truths become visible. Or the storyteller posits a series of dots that the reader can connect."

Another way we can think of our brand is as a personal story. In every good story, there's a single message or theme that rings true throughout and is what readers take away at the end. The same is true for a brand. Our clients should be able to recognize our message in ever element of our brand and should be their takeaway after working with us. It's our job then to realize our message and use it in every aspect of our brand.

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