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Why brands are stories? Part III. What stories do for brands
What stories do for brands? How elements such as symbols, heroes, and language come together to create a shared culture? And, do they drive company growth?
Why brands are stories? Part II. The structure of brands as stories
In a series of three articles, Marc Català, partner at Mucho, explores the intimate links between brands and stories.
Why brands are stories? Part I. How stories became to matter
In a series of three articles, Marc Català, partner at Mucho, explores the intimate links between brands and stories. Here he writes about how stories became to matter.
On brand purpose
In the past, it was terms such as positioning, differentiation or mission that set new directions for brand strategy. Today, it’s purpose, the reason why you do what you do. Why your brand does exist.
Let’s talk about AI
AI is a hot topic, with discussions and articles about it appearing everywhere. To help shed light on AI, we have posed a few questions, ranging from the basics to more complex issues. So, let’s dive right in.
Wherever you lay your hat…
Where hotels are concerned, this means every detail counts. If before the pandemic they communicated through booking or the design of the interior, now the hospitality experience must be more imaginative than ever.
On creativity, COVID, and collaboration
Dominic Hofstede lived the dream as a successful entrepreneur and renowned designer. Joining Mucho in 2020 to establish their Australian presence, he found a perfect fit within the global team.
Connection: The superpower of rebranding
Brands that do not connect with their audiences will inevitably disappear. Successful brands, however, are those which are able to create a compelling story that forges a lasting bond with people.
The art of Collective Intelligence
When a group of smart people put their heads together not always solve a problem faster. This desired output is called “collective intelligence”… and it isn’t always easy to achieve.
The Visible and The
We only see what we believe, we see our meanings. In his article, Pancho Tolchinsky describes that all we see is a controlled hallucination. This is the first chapter of the book we have edited and designed for OFFF Barcelona 2018.
Software as a Story
We have worked with many Software as a Service companies to define their brand narrative. And we know this: as the tech market saturates, brands can’t expect their product to be enough. They need a brand story.
Chief Everything Officer
Figuring out the right person to lead a company has grown more complex, as the needs of companies—and brands—have shifted. At Mucho we have these three takeaways based on our experience.