Good brand stories

People are messy and contradictory. They think they’re logical, while being emotional. They think they’re buying utility when actually buying status, or the other way around. Carefully evaluate whether a $6 book is worth the money while sipping a $6 coffee they didn’t think twice about.

This is news to brands. While they articulate features, stats, charts and frameworks, “but wait, there’s more”-ing themselves into marginalized obscurity, people don’t give them a second look.

Not because the brand didn’t have a good offer.

But because the brand didn’t have a good story.