Tell your story to build a following

04/23/2013 | B2C Marketing Insider

To build a successful brand, understand your customers and tell a story that will resonate with them, writes Simon Mainwaring. "Your customer should be the hero of your story, and your role is to be the celebrant, not celebrity, of your customer community," he writes. Strive for consistency in your marketing strategy, and monitor your results by tracking key metrics, he recommends.

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