Because all stories can be directly related to the core values of the company. In this Fax Lists case, the story of the transformation from traditional cotton to organic cotton shows how the company was Fax Lists committed to sustainability as far back as the 1990s. Also read: 5 possibilities for effective storytelling The Misadventures of Tony's Chocolonely A second example: the setbacks in Tony's Chocolonely's brand story . The founder of Fax Lists Tony's Chocolonely, Teun van de Keuken, wants to bring about a change in the chocolate industry. He discovers in the program Keuringsdienst van Waarde that there is still a lot of slavery in the chocolate industry.
That's why he reports himself as a chocolate criminal. Immediately he has to deal Fax Lists with the first setback. His declaration is rejected: inadmissible. Tony's Chocolonely Fortunately, there are more roads that lead to Rome, so he takes a different path. He approaches chocolate producer Nestlé and asks if they Fax Lists want to produce a slave-free chocolate bar. Another setback: they can't. These are just a few examples of the Fax Lists setbacks Tony's Chocolonely communicates about. You are probably right to notice that these are setbacks for the founder, but not mistakes of the organization.
The setbacks are beyond the company's sphere of influence. Potential Fax Lists negative publicity reflects on others and not necessarily on the organization. But Tony's brand story tells even more. Dealing with negative publicity Every organization makes mistakes. Also Tony's Chocolonely. For example, the Fax Lists brand story of the chocolate company mentions that the television program EenVandaag rapped the company on the fingers in 2010. The company used hazelnuts from Turkey and child labor is still used in their production. A Fax Lists painful issue for an organization that claims to be fully committed to slave-free chocolate, even when it comes to chocolate with hazelnuts. After all, it goes completely against identity and image.