CHAPTER 4 EXECUTING ON CONTENT STRATEGY THROUGH COPYWRITING, CREATION, AND CURATION KNOW YOUR STORY TO TELL IT WELL " Our brand is very much about telling stories," began Rob Achten, the vice president of product and creative director for Icebreaker, an apparel brand based in New Zealand. 1 "Jeremy [Moon, CEO and founder] has described it like telling a story around a campfire. It's a personal story. I see the Icebreaker brand as it works on a storytelling basis. Our business model is simply different: the relationships we have with the growers and supply chain is different, so the story is unique and the way we tell it is unique. It's coated with the personalities that tell the story. Jeremy has a big impact on