When you start telling a story to a friend or colleague, you automatically start thinking about all the different pieces you want to remember to share. Companies often take the same approach in their marketing and fill their story with as many features, benefits, and cool bits of information as possible.
Unfortunately, when you try to tell someone everything, they end up remembering nothing. That’s why the big idea is so important. It’s the heart of your brand strategy: the one concept or idea you want people to remember. It’s even more powerful when that one thing differentiates your business from your competitors.
"The Power of Storytelling," Drawbackwards Blog. April 18, 2017
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