What makes a brand stand out? What makes a brand resonate with consumers? What makes a brand evoke an emotional connection that is so powerful, it turns consumers into brand ambassadors? It’s when a brand can tell an incredibly influential yet simple story that touches a consumer on a personal level.
It boils down to this: "Why have I felt so compelled to focus on this one brand? It’s really quite simple. This brand has forged an emotional connection with me. I honestly want to buy as many shoes as I ca,n because I know I am doing something good at the same time."
The author Natalie Drugan does a great job in pulling together how brand storytelling has propelled TOMS Shoes to success.
In the end, she challenges us all to tell our own inspiring business stories. And we all have them. Now go find yours if you need to!