The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
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The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
You do not love a brand and want to be a part of its story because of what it does and how it does it. You do it because of why it does what it does. You do it because you share similar beliefs.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
our work had to be good. We had to have the experience the client needed, and we had to be priced on par with everyone else they met with. But that was just the baseline to be in the game. When virtually all else was equal—or even when the score was slightly out of our favor—we would come out on top. They liked us. They trusted us. And they wanted
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Brands like Apple share their stories by carefully demonstrating what they believe as opposed to telling you what they do. They share their souls. This is how brands bring people into their stories. And once you are a part of the story, you want to know more.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
It wasn’t a sales pitch. It was simply Apple sharing that they believed in a world of happiness and simplicity. We envisioned ourselves in that silhouette and immediately wanted to be in that world—that story.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
ads that showed a silhouette of a person dancing with white headphones seamlessly connecting her ears to that small white device. That’s it.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
With brands you love, you feel like you have a relationship with them. You are proud to be associated with them. The brands you love stand for something that is bigger than any product or service or unique differentiator. They have personalities that you are attracted to. They have beliefs that you share. And most of all, they have a story that you
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The same holds true for the coffee shop you prefer to patronize, the bar you most enjoy going to, the charity you give money to, and even the toilet paper you prefer to use. They do not necessarily have better products, but they are brands that, for some reason, you trust more, are proud to be associated with, and, in many cases, are willing to pay
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Harley-Davidson has a cult following, but their motorcycles are not really any better than BMW, Kawasaki, or Ducati. Apple’s iPhone clearly started a revolution, but Samsung, Nokia, and others also have some amazing alternatives.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
the brands we loved most did not necessarily have superior products and services.