The Brand (“we Are Innovative”) Is Not A Story. The Brand’s Stories (How china phone number material You Get To Innovative Value) Are A Story. Don’t Make Me Tell You A Story About You However, Another Extreme Exists On That Spectrum. In Figuring Out The Heart Of The Brand’s Stories, Some Marketers Put The Customer At The Center Of It Too Literally.
You Ask Them To Tell Their Story About You. On The Surface, That Strategy Seems Better Than You Telling The Story About You. But The Story Is Still About You — You Just Shift Who’s Doing The Telling. Instead Of Saying, “we Need Our Audiences To Understand How Innovative We Are,” You Say, “our Customers Need To Tell Our Audiences How Innovative We Are.
