How to Tell a Better Story On Purpose

How to Tell a Better Story On Purpose

In Park Howell's 30+ years in advertising, he has found that deep down people know the purpose of their organization. The problem is, it's buried beneath the day-to-day business milieu. Busy executives don't take the time to bring their core brand story to the surface, share it with their employees and customers, and delight in the dynamic business growth that follows.

Park has experienced the transformational power of business storytelling when he took a tiny water conservation campaign in Mesa, AZ, and created the largest outreach effort of its kind in North America with more than 400 private and public entities adopting the program.

With brand storytelling, Park has helped Goodwill of Central Arizona grow from 24 stores generating $17 million in annual revenue in 2003 to more than 60 stores earning more than $125 million in revenue by 2015.

His business storytelling launched Coca-Cola's ecodriving initiative among its 60,000 fleet drivers and support staff. Coke enjoyed double the savings on fuel and maintenance than projected due to the embrace of the program by its employees.

What is the Story Cycle Process?
Who is Vincenzo Landino?

Vincenzo is an entrepreneur, speaker and host of the Brand Boost Podcast. He is the the founder and CEO of Aftermarq, a video consultancy specializing in brand amplification and digital storytelling. With experience as a brand correspondent, Vincenzo's portfolio includes a 1 billion impression campaign launch for Applebee's as well as work for Mazda, Kia Motors, Paul Mitchell Schools, Barilla Pasta, DC United, SAP, Tinder, and Zoomph.

Outside of his professional life, Vincenzo is a die-hard Steelers fan, avid golfer and wine maker.

Voice Over Artist, Rachel Creveling

Rachel owns Belle Strategies, a social media marketing company specializing in turning followers into customers. She has been providing voice over talent for 6 years and has recorded for TV, Radio, and Podcasts. Find her at

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