This is the last of four episodes related to brands and storytelling. What good is a story no one remembers, or isn’t easy for your customers, fans, and employees to tell? While it may not be as obvious as the first two points, having a story that is easy to share is every bit as important. Think of aspects of great stories that you could leverage for your own brand. A hero overcoming adversity, an unexpected or unique twist, or perhaps some element that is especially relevant to or resonates with your core audience. While an effective story arc (beginning, middle and end) is important, it’s not enough. The story needs to resonate enough with both the teller and the listener. For example, it isn’t beneficial if you have a story that could be compelling if it can’t be embraced by the storyteller to drive the point home.