Customers must always be involved when developing a marketing or branding strategy. Yet many companies forget that. They think they can do it in a vacuum without the input of customers. When you do not care about your customers' opinions, you alienate them. Your brand story is flawed.
It may not be a dash of salt or a spoonful of sugar, but here is a simplified chart to briefly illustrate the way our storytelling process works. After all, a picture paints a thousand words.