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There was a debate going on the other day in one of the marketing groups. Somebody had brought up a list of brands who hadn’t changed a thing in decades. And everyone was puzzled. How could a brand continue to be successful without changing anything for so long? I kept reading for a while, but then I had to say it: “It’s more about the relationship than about the formula. Their customers have been seeing the product in their houses all the times, all their lives. This is the essence of 360-degree marketing in its truest. It’s not just about plastering your logo with obscure slogans all over the country. The product/brand is literally a part of their customers’ households and families. Like the lovable grandparent you’re used to seeing in your home from the earliest days of your childhood. Grandpa doesn’t need to change his “persona” every three months.” People cracked up at the last line. But it’s true. It’s all in the mind, my friends. And minds are shaped through stories. I’ve been telling stories professionally for brands like Coca-Cola, TikTok, Unilever and Barclays for more than 16 years. And for countless startups. I’ll be sharing everything I know about business storytelling in the upcoming issues of Dastaan World Magazine. Till then, I’d suggest you go and grab the bundle of the previous issues here: https://dastaanworld.gumroad.com/l/ErywZ?wanted=true It will get you up to speed for the upcoming issues. And it’s full of stories, poems, artworks and interviews of some of the most creative people living today. And you’d better starting exposing yourself to good stories right away if you ever hope to become a good storyteller for your own brands and businesses. I’ll see you next time. Shakaib Feroz. |
