In this day and age, audiences are smart, and millennials are rejecting┬átraditional advertising. Studies show, however, that 49% of consumers are willing to pay more for a brand with positive values. People are paying attention to brands’ stories and how they’re told.

On this episode of Totem Perspectives, James McNab, Totem’s General Manager, engages in a conversation with Paul Ferriss, Director, Editorial & Creative, about how and why brands should be telling their own stories. Through examples of some of our own work, Ferriss shows us how to strengthen a brand’s narrative and reach their audiences with feature stories, relevant topics and creative approaches.

Image and video credit: The Totem Team