The Power of Narrative in the Experience Economy

Theron Skees, a former senior creative executive at Walt Disney Imagineering, explains why he founded a studio built on 30 years of dimensional brand storytelling. He introduces Narrative Experience Design, a framework for translating a brand's story into cohesive, immersive experiences across digital, physical, and human touchpoints. Skees makes the case that turning customers into engaged audiences strengthens brand equity, drives growth, and positions story as a core value.