With an observable self-awareness of how ridiculous some might feel about Apple’s obsession to detail, Tim Cook introduced two videos during the company’s Spring Forward event .

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Starbucks delivery hasn’t even launched, but is a great case in storytelling, customer experience and smart brand management.

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Over the years, Apple has proven to be an organization that knows how to tell relevant and compelling stories that have captured the imagination of legions of loyal fans. When it comes to social media marketing, content marketing, advertising and communications, storytelling is a critically important skill for the same reasons it has served Apple so well, and more.

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