In terms of corporate communication, businesses in general — and startups in particular! — should focus less on storytelling and more on storycrafting.
In a recent campaign by Burger King, they liked old influencer tweets for effect. But using the exploit PR strategy does come with serious drawbacks and risks.
If you must choose, knowing your brand is better than knowing your audience. Authenticity trumps trying too hard to pour sweet honey down someone's ears.
When channels, messages, and platforms are perfectly optimised, what remains to compete with is employee creativity. Who will creatively outperform competitors?
A brand website should be an online basecamp; a place for like-minded people to come together, test ideas, put up your roadmaps and go over your logs.