Marketing is the story marketers tell to consumers, and then maybe, if the marketer has done a good job, the lie consumers tell themselves and their friends.
Seth Godin • All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
This means that strategic marketing begins by seeing the path, the way the idea spreads over time and through the community. It requires a specific story, not simply, “You can pick anyone and we’re anyone.” Instead, we seek to be of service to a small group, people who would miss us if we didn’t exist.
Seth Godin • This Is Strategy: Make Better Plans (Create a Strategy to Elevate Your Career, Community & Life)
Brand Narratives and Storytelling Rather than outlining specific attributes or benefits, some marketing experts describe positioning a brand as telling a narrative or story. Companies like the richness and imagination they can derive from thinking of the story behind a product or service. To help sharpen its marketing and positioning, Jim Beam, wit
... See moreKevin Lane Keller • Marketing Management, 15/E With Indian Case Study
Marketing is the generous act of helping others become who they seek to become. It involves creating honest stories—stories that resonate and spread. Marketers offer solutions, opportunities for humans to solve their problems and move forward.
Seth Godin • This is Marketing: You Can’t Be Seen Until You Learn To See
People don’t just buy art, they buy its provenance and story. The same is true for products - people are buying into a story. A brand therefore forms the core of that story.