Creating the Magic of a Brand

In the context of a life being lived with all its doubt and certainty, happiness and sadness, it might seem trivial to talk about what part brands play in these engrossing privacies. But we must look there because it’s around the doubt and certainty, and within the happiness and sadness, that brand stories must truly reside. And when we think about how we can attract extremely distracted people to our sainted product, we have to think about how it can contribute to their enchanting dramas, how it might find a place within their deeply personal sense of identity, how it can make the journey of their lives easier, better, happier, or somehow more fulfilling.

When we learn to do these things very well, we create the magic of a brand.

What brands have contributed to your life’s story? How does that brand make you feel? Share your experiences here or on Twitter and include #howdoesitmakeyoufeel #HDIMYF.

Interested in the art of storytelling? Attend one of Brandtrust’s Storytelling Workshops! Contact Brandtrust today.

Daryl’s new book, How Does It Make You Feel? Why Emotion Wins The Battle of Brands, will be available for purchase digitally this month on Amazon. Follow HDIMYF updates on Twitter @BTCEO and @Brandtrust!

Share Knowledge

Continue Learning

Related Resources

Soft-Side Differentiation: It’s the Little Things

Do you remember the old popular song “Little Things Mean a Lot”? It would make a good anthem for the companies out there who do not understand that a consciousness of doing what you say you will do when you say you will do it is a vital part of what works for a brand.

New Book Available Today!

Many products and services are at parity on the surface. They are virtually indistinguishable to the buyer. This has profound implications for organizations trying to sell products, services and ideas.

How can YOUR brand stand out above all the others?

The Scarlet “S” of Segmentation

Looking at how brands affect our subconscious thoughts and feelings provide refreshing insights for all marketers who want to better understand what makes you, me, and the rest of the world tick. Not just for profit but for the sheer fun of getting to know ourselves and our customers as human beings. We are not Affluent Singles, or (my favorite horror) DINKS, meaning Double Income No Kids. These kinds of pigeon holes are artificial designations, known as “segmentations,” to make marketing seem easier, but they lump us into amorphous masses that simply do not align with the way we think of ourselves, our families, or friends and neighbors.