Storytelling and Real Storytelling  Bill Baker (no relation) is
nicer than I am, so don't pin any of my introduction on him. I
recently spoke to an auditorium of C-level executives, and the
title of my presentation was long but revealing: "The Happy
Death of Branding, the Next Fad of Storytelling, and the Hopeful
Rise of Alignment."  I guess that expresses my view of branding:
there are a few firms really doing it, and the rest (and
majority) aren't doing anything differently than they did
before, but now they are calling it branding because it sounds
upstream. There was no training in marketing, no classes, books,
or even real processes. The typical four circles with the
ubiquitous use of alliteration doesn't count and should be taken
off your website.  Regardless of whether or not you agree with
my view of branding, it clearly is yesterday's news, and
storytelling comes up frequently. Rather than being marginalized
even more, I think we ought to jump on this one early so that we
don't relieve the word of ev