The poet Maya Angelou perhaps said it best: “People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”
Today, the role of marketing storytelling has evolved to include feelings about brands. It is going beyond logic to enabling emotional connections that have less and less to do with the actual function of the product itself.
The strongest brands have always evoked strong emotions from its users. Kleenex. Campbell’s Soup. Jeep. Nike. Feelings build loyalty and the feeling of community. We now have endless opportunities to learn about our customers and enrich their brand experiences. There is a simple question “How does customer feel himself choosing this or that product?” The answer to that simple question should open up a lot of possibilities. The idea is not just to think how to win a customer but more likely what brand experience he has. Brand attitude and feelings.
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