Our Favorite Story


We believe that every organization and individual has a core meaning and motivation that’s best understood through a story–and that includes The Storybranding Group! Here’s a tale that really captures our vision and mission:

There’s an apocryphal tale about a tribe in Africa where villagers say every child has a unique and special song. During a pregnancy, the mother-to-be and her friends go on their equivalent of a planning retreat–spending time in the woods until the unborn child has “taught” them his or her song. At birth, the entire village greets the newborn with that song, and it’s repeated on every milestone occasion. In this society, there is no legal system. When someone is suspected of wrongdoing, the tribe simply surrounds that villager and repeatedly sings the birth song–believing that no one goes astray if they remember who they really are.

Every organization, every individual–every product and service–has a “song,” a unique essence that defines what they’re meant to stand for in the world. Our job is to help clients find it, express it and live it.

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Resilience Post #5: From Hero to Creator

Like Johnny Lee in that old country favorite, I’ve been lookin’ for something in all the wrong places. Not love, though! Here I am, writing a series of blog posts on resilience—and I’ve fallen into a kind of non-resilient trap. I’ve been looking for resilience in the wrong… Read More