Why Marketing Needs to Hire a Corporate Folklorist - Patti Sanchez -
Harvard Business Review

Early last year, I helped craft a presentation for a gathering of senior
managers at a clothing company. Looking for a hook, I asked questions about
previous eras when its leaders faced challenges like the ones they face
today.

“Oh, you need to talk with our corporate historian,” their head of
communications told me.

The historian held the keys to drawer after drawer of artifacts from every
era of the company’s existence — sewing machines, product sketches, vintage
ephemera, love letters from fans, even the world’s oldest pair of
dungarees. It was stuff with a story to tell, and she used it precisely for
that purpose. She traveled the world giving presentations that featured
these artifacts to illustrate the company’s brand promise through a
visceral experience that no brochure or blog post could match.


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Source:
http://blogs.hbr.org/2014/07/why-marketing-needs-to-hire-a-corporate-folklorist/
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