Having Influence as a Brand Comes With a Level of Responsibility

Telling your story in the right way helps leverage that properly

A male nurse wheels a patient in a hospital bed to the window so the patient is able to see the fireworks outside
The “Nurses Change Lives” campaign focused on those who use Johnson & Johnson's products. Johnson & Johnson Nursing

Stories are a powerful force. Their alignment of narrative, values and emotion change how we see the world. And while it may seem hyperbolic, I’d argue that marketers have a responsibility to ensure our stories are a vehicle for the change we want to see in the world.

@tobyd Toby Daniels is CEO of Crowdcentric and the founder of Social Media Week.
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