Great consumer brands are great storytellers. Nike tells the story of striving to overcome our limitations and laziness. Harley Davidson tells the story of personal freedom and a spirit of rebellion. Nordstrom, Ritz-Carlton and Zappos tell stories of legendary customer service. Storytelling is becoming even more importance in a digital and social media world, as stories can be told, shared and cocreated in new ways.
Business marketers tend to view storytelling as a consumer marketing phenomenon. As one business marketer told me - “We don’t sell emotionally engaging products like sneakers and motorcycles. Our customers are rational decision mak- ers. They focus on functionality and price. Our products are complex and boring - not good subjects for storytelling. So I’m not sure that storytelling is relevant for us in market- ing communications.”
Nothing could be further from the truth. Business custom- ers are not heartless robots whose only goal is to maximize utility in making purchase decisions. They are human beings who respond