Hot Chocolate and the Stories We Tell Ourselves

Last week, South Carolina experienced an unusual event: snow. It wasn’t much –?a mere inch that melted by the next afternoon –?but it was enough to close schools, cancel activities, and send everyone into “blizzard” mode (a run on bread and milk). In the flurry of this unexpected weather, one thought crossed my mind:?I want hot chocolate.

And I wasn’t alone. Somehow, a snowstorm (even a brief one) brings to life this visceral desire for a steaming mug of cocoa. But let’s be honest: on Monday morning, as life resumes, the craving for hot chocolate disappears. We move on, as if it were never there.

So, what’s going on here?

Hot chocolate isn’t about nutrition or logic. It’s about a feeling –?comfort, nostalgia, coziness on a cold day. That’s what makes it irresistible during a snowstorm. The story we tell ourselves –?snow equals hot chocolate –?is a marketer’s dream.

Here’s the kicker: Swiss Miss, an iconic American cocoa brand (not Swiss by a long shot), knows this. They’re not selling you a drink. They’re selling a moment, a feeling, a tiny piece of warmth in your hand that melts away winter’s chill.

Brands like Swiss Miss remind us that successful marketing isn’t about products; it’s about emotions. It’s about understanding the stories your audience tells themselves and weaving your brand into those narratives.

Credit unions, for example, often focus on rates, fees, and features. But your members aren’t looking for numbers; they want financial breathing room. They want to feel like they’re making progress, no matter how small, and that someone understands the reality of their daily challenges. They want to feel like you have their back –?like you’re the comforting cup of cocoa in their financial snowstorm.?

So, next time you’re crafting a campaign, ask yourself:?What’s the story my audience is telling themselves? How can I make my brand part of that story?

Because branding isn’t just about being noticed. It’s about being remembered –?long after the snow has melted.

As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email [email protected].

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