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.

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

Remember, though, that the story that gets told is dependent on the worldview the consumer brings to the table. Occasionally a product is so powerful it can change our worldview. But don’t count on it.