Tether: Creating a Loved Brand by Telling a Story

This is an interview with Stanley Hainsworth of Tether, Inc. He’s the former creative director at Nike and also worked for Lego and Starbucks. In this video he talks about story and storytelling in branding. It’s interesting to hear his approach. When the interviewer asks what he means by “story,” Hainsworth explains that all successful brands tell a story.

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