Pepsi Tastes Better but Doesn’t Sell Better. This psychological experiment explains The Cola Effect and the neuropsychological and social basis behind the Power of Brand Storytelling that all marketers should know.
Lego’s success has little to do with the physical nature of the product and everything to do with how the leaders create a culture of Brand Democracy starting at the top.
In the Lego model, it’s likely that a lot of the managers would actually love Minecraft too. Their children play Minecraft. They empathize with the stories of “crafties” because they’re out there talking to people like them on a daily basis.
Stories are powerful forms of communication that help people connect with each other. That’s why we, as marketers, need to use our stories not to interrupt but to help join the dots.
There are only 2 industries that talk about people as “users”: marketing and drug dealers. It doesn’t bode well to empathize with the people we are trying to connect with when all we can see them as, are “users” of our products.
In this era of Brand Democracy, we turn to customers as key storytellers in maintaining brand conversations. And to do this, we need to make the customer the hero of the story. We’ll achieve that not with choices in media but choices in mindset.
Here in this world with its shortage of attention and dearth of advertising messages, you’ll find that customers are increasingly focusing only on each other and the stories they are a part of.
Why should Nokia care about the 3310 when the world has moved on? Because, in that world there are still countless homages to this Indestructible Nokia 3310. On Youtube alone there are 66,000 videos about this “genetic throwback” celebrating its resilience and indestructible nature.
We are learning how to curate customer conversations. Not about brands but about themselves. The good news is that curation is a powerful tool: content, influence, conversation. Just imagine what curation can do for your brand.
Why spend millions commissioning agencies when you can get the customer to do the heavy lifting for you? The good news is that in this new marketing normal, you can win by letting go.