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via fastcodesign.com
Excerpt:
"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."
Read the full post:
http://www.fastcodesign.com/1662388/ideo-good-stories-make-good-brands-heres-...
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