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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.

"The goal was for people to read about the culture behind these communities, to get more in depth about this mountain world we live in and how diverse it is," Sullivan says.

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