Sunday, June 24, 2007

Stories create brands

I know I'm more passionate about a brand when I understand the story around the brand.

For instance, I was intrigued to see a vehicle branded "The Immigrants Son", and then read about the story on a recent flight to Auckland. It would be hard not to fall in love with the story, and therefore the brand.

If you are in business, do your customers and prospects know the story around your brand?

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