Why Storytelling Builds Brands

Why Storytelling Builds Brands At the Cancer Moonshot Summit in June 2016,  Vice President Joe Biden shared a story of something that many patients and caregivers have experienced.  During his son Beau Biden’s cancer treatment, Beau’s medical records needed to be transferred from one hospital to another a thousand miles away.  Because of the lack of interoperability of systems, the Vice President had to get on an airplane and fly the medical records to the other institutions.  It is striking that even someone with all the resources in the world had exactly the same problem as the [...]