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How 3 Companies Use Storytelling as Advertising

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This story appears in the October 2013 issue of Entrepreneur. Subscribe »

Living the Life

A few months before launching his Jackson Hole, Wyo.-based company Stio last September, Stephen Sullivan introduced the outdoor apparel brand with a blog called The Town Hill Chronicles. The blog, by a team of professional writers, profiled people living in mountain communities across the U.S. In doing so, it helped Stio tell its brand story, build an audience and establish a set of values and an emotional connection to the outdoor experience--all before unveiling the website and brick-and-mortar store.

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