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
Brand X is a [type of company/category] that provides [benefit/reason to buy] to [target audience] who needs [what they need]. Unlike [alternatives/competition], Brand X [unique differentiator].
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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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
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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The brands you love don’t tell you how great they are. They show you how great they are. They live their story.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
The pieces of information within a positioning statement are important to know and communicate. Who is our target customer? How do we define our space/category? What is the benefit we provide to our audience? Who do we compete with? How do we do things differently?
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
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
When you have strong relationships with people, they trust you. They listen to you. They forgive you for your faults. They introduce you to their friends. And they are there for you when you need them. This is true for people, but it is also true for brands. When you have a relationship with a brand, you open their e-mails. You take their calls. Wh
... See moreJeff Freedman • 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.