Richard Gillingwater, managing director of Emotional Branding and founder of the brand mapping tool RADNB, explores the importance of defining the authentic character archetypes for your brand to enhance your business storytelling.  Explore Park's free and premium story building tools including his new book, Brand Bewitchery: How to Wield the Story Cycle System™ to Craft Spellbinding Stories for Your Brand: http://bit.ly/StorytellingTools Like what you hear? Park offers online or in-person workshops, consulting and keynotes. Visit businessofstory.com to get in touch.