WHY STORIES
Stories are how we make sense of the world and our place in it.
Broadly speaking, stories bind us to ideas, beliefs, values and one another. They stir hearts and open minds, teach us and comfort us. We cherish and return to the stories we love most, retell them and carry them forward.
For brands, stories matter because that’s what people buy. Not the product, the service or even the experience. We mere mortals connect with feeling, not features, and it’s stories that move us. They’re what we remember.
Brand stories create meaning and distinction. They build trust and loyalty, turn audiences into communities and customers into advocates.
Stories help us see beyond our everyday (humdrum, limitations, ordinariness), bridge the gap between where we are and where we want to be and invite us to cross said bridge. And therein lies the beauty and joy and power of story.
There’s another part to my ‘why’: storytelling has a bit of a PR problem. Perhaps because everything is suddenly a story (it’s not), or because marketing teams have co-opted the term and optimised stories into submission.
The point is, we’re missing the point. The point is that stories exist to create meaning and connection. To make people feel. Three immeasurable, unquantifiable things that matter now more than ever.
Ready to tell yours?
Ready to tell yours?
WHY LUXURY, HERITAGE AND THE ARTS
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WHY clients come to me
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