What’s Past Is Prologue – or – Ad Copy By Shakespeare

This just in from  forbes.com as retold by Michael Margolis

Storytelling is a hot business trend for a reason. In the face of growing cynicism and distrust, stores are how people decide if they belong in your tribe…. The brand story is what allows your message to travel.

Every brand has a founding myth, an epic narrative that explains how it came to be in this world. It’s important because it explains why you do what you do. If you’re clear about the end product you’re trying to create, you can use the past to help tell the story of your future.

Does every brand really have a founding myth?  No, but they should.  It’s like a back-story for an attraction at Disney World.  You may not know it but you can certainly sense it.

As the Bard once said, “what’s past is prologue”

FORBES Back to the Future