Building Real Stories from the Ground Up – with Joan Cetera

In this episode, Joan shares with John Kiker, president of Medium Giant: How she parlayed her experience from highly palatable food at Frito-Lay to heavy-duty machinery at Caterpillar How Caterpillar’s brand story has built a name for itself in our culture — right down to actor Ryan Gosling’s cap in The Fall Guy Why a compelling “story arc” is essential for good brand storytelling Why it’s important to get employees excited about their company’s story — and how to do it Why homing in on humor and moments of joy can be a game changer in storytelling Learn more about your ad choices. Visit podcastchoices.com/adchoices