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Jim Signorelli,Story-Lab's curator insight,
September 3, 2015 12:18 PM
This article provides a number of great points when it comes to the efficacy of brand storytelling, most important of which is the power of fiction over fact. However, it, like many articles on brand storytelling takes a point of view that I believe can be misleading. It is the notion that the brand's role is to make the customer the hero. Many will (and have) disagreed with my contention that this limits the opportunity for the brand. This is because we have always been taught to believe the customer is king or queen. This may be true when it comes to a brand's service ethic, but this thought can get in the way when it comes to brand storytelling. Consider this: Hero's are people we aspire to and emulate, not so much for what they do, but for what they value and believe in. They provide us with a purpose that resonates with our own beliefs about what is important. I realize this could get into a lengthy article as opposed to an insight. So I'll just ask you to think about the brands you love and admire. Are you emotionally attached to them because of the functions they perform or because of what they represent? Here's yet another thing to consider: When you see an ad that implies that a given product is going to make you a hero to your kids, or the envy of your neighbors, do you believe them? |
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