Brand strategists observe that successful brands are built on stories that interweave the value of the brand with the consumer’s lived experience. See, for example, Seth Godin’s All Marketers Are Liars, which is not a pitch for deceit so much as an argument that authentic-feeling stories build vibrant brands in a world where consumers are skeptical and overloaded by stimuli. A lot of the brand work we’ve done over the past years has been built around that insight, but I’ve seldom seen its truth demonstrated as clearly as I did last weekend.
My daughter, Anna, recently became a Girl Scout, and cookie-selling season is upon us. (Email me to get hooked up with a box of Samoas.) This was her first foray into the world of sales, and we were excited to watch from the sidewalk as she went door to door, clipboard in hand, with a smile and a sales goal. What followed was a clinic on the power of brand and how the brand relationship is composed of and conveyed by stories.
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