*We believe that wine tastes better in a $20 glass than a $1 glass. We believe that the $200 silver ring when put in a blue Tiffany box is worth $500. *We believe that an $80,000 Porsche Cayenne is cooler than a $36,000 VW Touareg, which is virtually the same car. *We believe that $225 Pumas will make our feet feel better than $20 unbranded... and believing it, makes it true. The list goes on and...
Chobani sells yoghurt so does Yoplait. Chanel sells lipstick so does Loreal. Nike sells fitness apparel so does Adidas. What is the difference? Often times, the biggest difference between two products that do the same thing is the story that they tell, and how people relate to it. Watch this 20 min video in which Tim Riley, who heads up the online experience at Warby Parker not only tells the...
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We like to think that when we take medication, it has an unfailing ability to get to where it is required in the body to treat the illness. But do you know, the cells we are trying to treat themselves can block entry to the drug because they think it's something foreign and potentially harmful. Basically, I don't know you, I don't trust you and I am not allowing you in even if you can do some...
The evolution of brand stories can be categorized in three stages. Fiction Stage: Brands crafting fictitious stories to trigger emotions have become a very popular way to connect the brand to the consumer. The connection occurs because they aim to trigger an emotion which matches and reinforces the consumer's world view. As a result of triggering emotions the brand story is felt, remembered and...
Happy Birthday Apple! We all know Apple as one of the finest technology brands but apart from technology lessons Apple has taught us some psychology lessons too. On Apple's 38th Birthday today, as a Business of Stories, I want to share one of the best told stories from Steve Jobs that I have enjoyed, learned, applied and benefited from [embed]https://www.youtube.com/watch?v=zkTf0LmDqKI[/embed]...