In this episode, Wendy Liebmann talks with Tim Girvin, founder and chief creative officer of Girvin Inc., about how companies need to tell their stories in this age when shoppers are more focused on their health and wellbeing than on accumulating things.

They discuss:

• The importance of truth in storytelling when shoppers have access to so much information
• How to integrate the story through everything – packaging, store, website – so the relationship to the brand is unforgettable
• How to “walk around the backside” of a brand – product or retail – to prove the story from a shopper’s perspective
• The importance of building a human connection across all touchpoints
• What it takes to train internal teams to tell better  stories

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