Stories by Peter Prodromou

Setting and owning the narrative has never been more important, our author writes. The opportunity for practitioners is to utilize their understanding of narrative and apply it in a rapidly changing environment to support a new generation of branding. Here are three ways to accomplish this.

Communicators should be focused on advising clients and leaders on developing codes of conduct to govern their own work and to effectively communicate these guidelines to key stakeholders, from employees, to customers, to market makers.