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They are looking for a shortcut. Information, more time, easy payments, or something else. PayPal, lawn mowing, TripAdvisor. They want to feel more connected to the group, to belong. Instagram, live events, Startup weekend, book clubs. It works. Think Dropbox, WordPress, Amazon, FedEx. It makes their lives easier. Fruit smoothies, online groceries, Thermomix. It gives them a story to tell. A Tiffany & Co. bracelet, dinner at Jamie’s Italian restaurant, Christian Louboutin red-soled shoes. They need a solution to a problem. Online dating, personal training, gluten-free bread. It helps them get from where they are to where they want to be. Gym membership, consulting services, design. They like what you stand for. Whole Foods Markets, Method cleaning products, Patagonia outdoor wear. Their friends are doing it, too. Facebook, dinner at a new restaurant, Jägerbomb cocktails. This is why great brands become a part of the customer’s story, and customers in turn help to shape the brand’s story.
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Bernadette Jiwa (The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One)