“Inadequacy stories encourage immature emotions like greed, vanity, and insecurity by telling us that we are somehow incomplete. These stories then offer to remove the discomfort of those emotions with a simple purchase or association with a brand.”
“Empowerment marketing campaigns, on the other hand, rely on growth—being—needs that can never be fulfilled for individuals but must be embodied by them.”
“Authenticity, especially in our current age of transparency, is no longer optional. It belongs at the heart of your story strategy whether you’re marketing a cause or a product.”
The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior—great stories.
Publication Date: July 10, 2012
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