Monday, August 05, 2013

Brands Are Stories. Tell Yours Well.


With all the hoopla about data these days, we seem to be forgetting one thing.

Brands are stories.  

Successful brands tell their story well.

A well-told story gets shared.  That’s viral advertising.

A well-told story gets remembered.  That’s branding.

A well-told story gets a smile, a laugh, a nod of recognition from the listener.  That’s direct response.

Brands are stories.  Everything else is about how the story is distributed.

Today, the ad industry is 99% about distribution.

And, 1% about story.

End of story.

End of advertising.

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