Brand backstories

Not too long ago, myself, Sam Turner , Joe Evans and a few others walked for over four days to raise money for an amazing charity - Ronald McDonald House Charities . Beyond the physical exhaustion was a story – one that resonated with all of us. It wasn't just about the miles but the emotion, purpose, and connection behind them. I believe the same holds true for brands; it's the stories they carry that make them stand out.

My Respect to Icons: 耐克 , Oatly , and Ben & Jerry's

I’ve always admired brands like 耐克 , Oatly , and Ben & Jerry's . They've managed to captivate audiences, not merely due to their product quality, but because they’ve shared compelling narratives. It’s these tales of triumphs, challenges, and values that foster a deep emotional bond with consumers.

Having been involved in marketing for some time now, I've observed a significant shift. Modern consumers are not just buying products; they're investing in values. Issues such as sustainability, ethics, and transparency are no longer buzzwords; they’re expected. Brands with stories aligned to these values tend to strike a deeper chord.

In my interactions, especially in the B2B domain, while a company’s backstory establishes credibility, the immediate solutions provided are the deal breakers.

However, for personal brands or B2C players, the story behind the face can be the most magnetic element. It's a balance between the brand’s origins and its present that creates the magic.

The Here and Now!

I'm proud of our 13-year journey at MIB Business Data Ltd , now Lets Run Marketing Group. However, a recent realisation hit home: while our backstory might be cherished by us, our customers are more intrigued by what we offer NOW. It's the continuous narrative and the evolving promise that truly engages our audience.

Crafting Content That Connects

In this new digital age, how a story is told can often overshadow the story itself. A crisp Instagram reel or a blog post can sometimes say more than pages of history. The essence lies not in the length but in the impact of the content.