This article discusses how tech companies must evolve from focusing solely on distribution to building authentic brands that resonate with consumers. It argues that successful brands will integrate deeply into people's lives, creating a lifestyle identity rather than just a product.

This article explores the growing trend of tech companies hiring for storytelling roles, like "Head of Narrative," to shape their brand perceptions. It discusses how narrative influences business success, especially in the rapidly evolving AI sector, and argues that effective storytelling should come from leadership and integrated team efforts rather than standalone roles.