Most brand stories…

Start with what the marketer needs to say, not with what the customer wants to hear.

Describe product features and benefits, instead of customer problems and desired outcomes.

Prioritise conversion above emotional connection.

Seek to build brand awareness rather than create brand affinity.

Invite customers to pay attention while companies ignore opportunities to understand their worldview.

Create noise instead of adding value.

Get lost in a sea of sameness.

Your job is to do exactly the opposite.

Image by Hans Splinter.