Brand storytelling is both powerful and perplexing. We all acknowledge that a good story 'sticks' better than any list of brand features or benefits... but we also know that crafting a memorable story is damn hard. What's worse, there are no easy step-by-step processes or manuals that enable you to generate a decent brand story.    Well, actually, I found one.    Park Howell is a brand strategist who specializes in dissecting, analyzing, and generating great brand stories. His podcast, The Business of Story, is one of the top business podcasts in North America. And he's just written a killer book called Brand Bewitchery, which tweaks the classic  Hero's Journey to fit the business paradigm. It works!    In this podcast, Park and I dig into Brand Bewitchery, and why it works for business. We also cover a wide swath of topics - hey, we've known each other for years, and this was a wonderful time to catch up on tall tales and adventures.    Liked this podcast? Here are a few more you'll enjoy Bootstrap marketing and the beautiful idea In disruptive times, you need outsider marketing Building your own brand? Start with my book BrandDIY, and my BrandDIY facebook group. Want my insights straight to your inbox? Sign up for my newsletter. And please, if you enjoyed this show, share it on social media and review it on Apple Podcasts.