One could argue that a brand is the sum of the stories we, and others, tell about it, which would explain why Theresa Pragasm, Head of Brand at Singaporean fintech firm StashAway is using storytelling to educate customers about this exciting new sector whilst showing them the journey of investing. Throughout our chat she stresses the importance of balancing emotional and functional storytelling when it comes to discussing money, and building trust through consistency, relevance and believability. She also talks about her never ending quest to understand customer behaviors, like where they get stuck in the investing process. in order to inform tactical messaging strategies that drive business goals. And make no mistake, Theresa’s all about those business goals and details exactly how storytelling benefits the bottom line. As ever you can find Theresa and all my fascinating guests from the first season of ‘The Business of Storytelling’ on every platform you could wish for! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit mooreslore.substack.com