The Power of the ABT Storytelling Structure in Branding

This chapter emphasizes the importance of problem resolution in the branding business world, highlighting how brands are in the business of solving problems for their customers. It discusses the effectiveness of the ABT (And, But, Therefore) storytelling structure in clarifying and amplifying a person's story or brand message. The chapter also explores the application of the ABT framework in prospecting new business and introduces the concept of a narrative index as an indicator of document effectiveness.