81% of people choose
brands based on what
their friends (not agencies) said

Story telling is so important as consumers care about the how not just the what of your product or service. If you want people to talk about you, you need to have a back story. It needs to be authentic and engaging. It is this human relationship building that is core to building a brand today.

"In this ever-changing society, the most powerful and enduring
brands are built from the heart. They are real and sustainable.
Their foundations are stronger because they are built with the
strength of the human spirit, not an ad campaign. The
companies that are lasting are those that are authentic."
- Howard Schultz, CEO Starbucks

To cut through the meaningless and santizied moments and see how you can build a story that will really mean something to your customers. It is a real investment in creating a story within a business. It takes insight, patience and a great copy writer.

Here are some examples of some great story telling for brands I love:

• Modcoth
• Wufoo
• Nudie
• Toms
   

Listen to my podcast with Tristan White on his great story and down load his great culture book here.

Duct tape marketing have a great blog article on story telling too.