The view that a brand should tell a story rather than just have a ‘positioning’ is not new in marketing circles. However, for CEOs who often already see marketing as the ‘soft’ side of their businesses, investment in story-telling may seem too esoteric a notion, and one with questionable commercial benefit. 1,015 more words
Tags » Significant Objects
How Trader Joe's makes food stuff 'Significant Objects' ... Or: Of 'Speculoos Cookie Butter' and a 'Fearless Flyer'
I had one of those ‘Eureka’ insights the other day when I saw the latest Trader Joe’s ‘Fearless Flyer’ on our kitchen table: Trader Joe’s has made a great business out of morphing their foods into ‘Significant Objects’ that we cherish and desire, well before and beyond tasting them. 1,663 more words