{"id":1943,"date":"2011-11-28T19:46:00","date_gmt":"2011-11-28T19:46:00","guid":{"rendered":"http:\/\/www.leonorapolonsky.com\/food-for-thought\/whats_your_story"},"modified":"2011-11-28T19:46:00","modified_gmt":"2011-11-28T19:46:00","slug":"whats-your-story","status":"publish","type":"post","link":"https:\/\/csmhosted.com\/lpa_archive\/?p=1943","title":{"rendered":"What&#8217;s Your Story?"},"content":{"rendered":"<p>A story is a narrative designed to interest, create a connection, amuse, or instruct. People are wired for story. Stories fire people up, inspire, strike a chord, capture imagination, and build affinity. Stories create memories. They transmit information efficiently.<\/p>\n<p>Brand Stories are a powerful tool for building Brands. In addition to evoking emotional connections with consumers, Brand Stories can inspire employees and Agency Creatives. There are many different types of Brand Stories including:<\/p>\n<ul>\n<li>Historical stories (<a href=\"http:\/\/www.toms.com\/our-movement\" target=\"_blank\">Tom&rsquo;s Shoes One For One Movement<\/a>) <\/li>\n<li>Consumer experience stories (<a href=\"http:\/\/www.jnj.com\/connect\/caring\/patient-stories\/\" target=\"_blank\">J&amp;J&rsquo;s Our Stories<\/a>) <\/li>\n<li>Brand Legends (Nordstrom&rsquo;s Tire Return) <\/li>\n<\/ul>\n<p>The apocryphal Nordstrom&rsquo;s Tire return story has all the right stuff. A guy walks into a Fairbanks, Alaska, Nordstrom&rsquo;s to return snow tires. Never mind that Nordstrom&rsquo;s doesn&rsquo;t sell tires. The clerk sees the price on the tires and hands the man $145. This legend has bolstered Nordstrom&rsquo;s image by conveying that the customer is always right, even when he&rsquo;s provably wrong. And it illustrates the qualities of an enduring Brand Story including:<\/p>\n<ul>\n<li>Linked to Brand Purpose and\/or Promise <\/li>\n<li>Conflict\/Tension with Brand as protagonist&nbsp; <\/li>\n<li>Short, Simple, Sticky, Spreadable&nbsp; <\/li>\n<li>Mildly incongruent <\/li>\n<\/ul>\n<p>Brand Builders can also use Stories to share consumer insights and build consumer empathy (e.g. &ndash; Story sharing after ethnographic research).&nbsp;<\/p>\n<p>It&rsquo;s equally easy to create negative Brand Stories. On a recent trip to Asia, my luggage was lost. Rushed upon arrival, I asked the concierge if he could get me deodorant. He said &ldquo;yes, but we&rsquo;ll have to charge you 2x the price&rdquo;. I paid extra bit, but won&rsquo;t patronize that hotel and will post my story on-line. How are you leveraging the power of Story to build your Brand?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A story is a narrative designed to interest, create a connection, amuse, or instruct. People are wired for story. Stories fire people up, inspire, strike a chord, capture imagination, and build affinity. Stories create memories. They transmit information efficiently. Brand Stories are a powerful tool for building Brands. In addition to evoking emotional connections with [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1943","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1943","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1943"}],"version-history":[{"count":0,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=\/wp\/v2\/posts\/1943\/revisions"}],"wp:attachment":[{"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1943"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1943"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/csmhosted.com\/lpa_archive\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1943"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}