James Royer has worked at the Tampa Bay Lightning, the Kansas City Chiefs and now he has moved on to the brand side as the Director of Digital Marketing at Merrell. On todays show we discuss brand storytelling and what differentiates brands who try and build a community vs. brands who try to build a consumer base. Building fans of your brand and expanding your storytelling capabilities are the major corner stones for brand growth. James covers his beliefs on following the data and the importance of tweaking, evolving and growing your digital strategy.