“The brand is a story. But it’s a story about you, not about the brand.” So says Seth Godin in his insightful post by the same line.
Story elevates a logo or a name into a brand. Seth goes on to say that, “The story includes expectations and history and promises and social cues and emotions.” Connecting us on a primal level that span narcissism through nostalgia, to a place of self-love towards the brand. “More than ever, we express ourselves with what we buy and how we use what we buy. Extensions of our personality, totems of our selves, reminders of who we are or would like to be.”
Our emotions play a greater roll in our choices towards charities we support, teams we root for or even the building professional we choose.
So when we put our marketing hats on remember “Great marketers don’t make stuff. They make meaning.”