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  • Inc.

    Selling Ain’t Telling

    May 05, 2020 4 minutes
    ANDREW ESSEX

    A former editor and founding CEO of the ad agency Droga5, Andrew Essex is currently the CEO of Plan A, a marketing services holding company, the author of The End of Advertising, and a recognized authority on branding and brand storytelling. In this continuing column, he’ll provide advice to founders on the importance of narrative to creating a better business.

    Hey, Mr. Brand Guru, do I really need to sell a brand_? Isn’t that just a distraction—a way to push an inferior product by confusing the buyer with a bunch of piffle paffle? Isn’t my product the most important thing?

    As an advertising executive who’s spent the past few decades at the pinnacle of the marketing food chain, I have heard this tedious

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