Here's an excerpt of a great Ad Age article which precisely drives home my point about why stories matter...
Today's traditional brands are under growing pressure as cheaper alternatives and look-alike products invade the global marketplace. A brand is no longer just a matter of top quality or great design. Physical and rational attributes are easy targets for copycats. Companies that want to maintain brand status in the future must justify to consumers what makes them so special. Does your company have an original story to tell? A story that is so honest, captivating and unique, that we are willing to pay a price premium to become part of it?
Click to read the entire article
Thanks to Chris of Magellan Strategy Group for the pointer.