We live our lives in a series of small stories; the morning routine, the commute, the daily grind and the battles of the weekend warrior are all roles we play that collectively make up our lives. We don’t live in a series of unrelated events; we live in context.
Anecdotes, short stories about real people, are how consumers experience products and services, and that’s how brands should advertise them. Detailing the narrative surrounding a product or service helps us digest quickly and clearly. Anecdotes answer questions like, “When will this make my life easier?” and “How will it make me look cooler?” In short, short stories relate relevance and intangibles.
Products and services are more than the sum of their parts. Describing the molecular characteristics of Hennessey doesn’t communicate the emotional value of cognac. Just like nightclubs are defined by their atmosphere, not their square footage.
- U.S. firms challenged to get “intangibles” on the books (huffingtonpost.com)