Some of our projects
What would you tell me if I asked about your first love? What would you tell me if asked about your father? What would you tell me if I asked about the worst year you’ve ever had? About the best? What’s the story of your life? What’s the story of humanity? What’s the story of the universe?
Don’t worry, I’m not trying to trigger an existential crisis in you. I ask all of these questions to make you realize how important stories are to you. We all have a favorite movie or a favorite novel, and hundreds of stories that we love. But the power of narration goes a lot deeper than that. We humans organize our knowledge and understanding of everything into stories. All you know about yourself, your family, your country, you know through the stories that are already set up in your head. How do we know that we do this? Well, for starters, we’ve been doing it since the dawn of the human race. Our ancestors, long before toilet paper existed, gathered around a fire to tell stories about far away lands, and adventures, and strange creatures. They painted stories of their lives and achievements on cave walls, and we can still see them today. Stories are hardwired into the human condition.
Joseph Campbell wrote a book called The Hero With a Thousand Faces, about patterns that emerged in stories all over the world, through all ages. His theory is that we tend to repeat them because they scratch some psychological itch that all humans share. A story who does that well, is what we consider a great story. We crave them on a deeper level than you could have ever suspected when you bought your tickets to go watch the Avengers.
Why is all this so important? Isn’t this blog supposed to be about talking about ways to improve your brand? Well, you probably already know where I’m going with this. Marketing today can’t really sell anymore. It creates connections. People don’t pay for products or services as much as they used to. They now pay for intimacy, and trust, and addition to their identities. They pay to be part of a story. So, if you want your brand to flourish, you need to ask yourself: What story am I telling?
Think about what the greatest brands are really selling. Coca-cola is selling stories about happiness, about family, and about christmas. Apple is selling stories about creativity, genius, and achievement. When you buy one of their products, you know that you’ve become part of something else, something great, something bigger than yourself. And that story, is now also part of your story.
So take a long look at yourself and think: what itch are you scratching? When someone buys your product, what are they part of? What is your story?