The best brand stories….

Are experienced and felt.

Create affinity, not simply awareness.

Are perceived in micro-moments that are remembered, long after what’s pitched is forgotten.

Give people ways to belong, not just reasons to choose.

Are less about what the brand says and more about how the customer wants to feel.

In a digital world, where people are increasingly responding and reacting, rather than appraising and analysing, feeling trumps logic and telling is a tiny part of what we do.
Words matter, but actions speak louder.

Image by Walt Jabsco.