Watch this video that, in a little over 2 minutes, tells a story about how content marketing works and the power of developing a story behind a brand. 

https://youtu.be/4NyXzir2yKg

For discussion:

1.  Discuss why this process makes sense for brands?

2.  Select a brand that you believe has done a good job of developing a core story at the heart of its brand and developing story narratives in across channels.  Why does it work for them?