"People trade experiences and ideals through narrative; brands can (and should) be part of the exchange.
Every product needs a story, as does every brand. The product's origin. The creators' ideals. Or a unique experience. These stories provide value.
Consumers are looking to share narratives as a way to express their knowledge, identity, status, and connections. As the DNA of viral marketing, these stories help people connect more deeply with a brand, a product, and others around them."
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