Hasta La Creative!

As an English major at Stanford, Rich Kylberg challenged himself to read the sacred scriptures of over 90% of the world’s populationincluding the Bhagavad Gita, the Torah, the Quran, Dhammapada, Tao and the Gospels. In addition to gaining an “empathy and understanding for others,” he believes these foundational texts are a prerequisite for becoming a good brand storyteller.

Now in his seventh year as VP of Corporate Communications at Arrow Electronics, Kylberg is still a believer in the power of storytelling, having overseen one of the more epic stories in business to business marketing. In our conversation, he breaks down the essential steps such as conducting employee research, defining your beliefs not your products, translating an internal rallying cry to an external promise, finding an empathetic hero outside the company and perhaps most importantly, building something that demonstrates your brand promise. It’s quite a story.

Continue reading at AdAge.com