I discovered Ira Koretsky today, not a very compelling or memorable name is it? How about if I said that I discovered The Chief Story Teller™ today? That is how Ira brands himself.
In fact, if you go to the website of The Chief Story Teller, you will note that he does not use his name one time. He might be a one man shop. He might have a staff of hundreds. I am very impressed with his use of branding principles to create his own story. Focus is clear. Alignment is solid. And Linkage is right there in his name.
I am not endorsing his work. I know nothing of whether he is good or not, but he has done an admirable job for himself and I find him compelling. And thus suspect that he has something to offer. I am going to find out. Watts Wacker the futurist once told me that he consulted by “dominant anecdote.” I have always remembered that phrase. I read once about a one person company where the founder made herself the Executive VP, automatically suggesting that she was part of something larger.
Point is that branding, and the principles that are involved are not just for big companies.