People don’t think in terms of information. They think in terms of narratives. But while they focus on the story itself, information comes along for the ride. Stories, then, can act as vessels, carriers that help transmit information to others.
A professor at the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on.
Your brand is the story that others recall when they think of you.
Brand Content Strategist at Autodesk. The author of Lean Branding and Powering Content.
Focus on benefits, not features! Benefits sell, features don’t. Benefits also help build stories, which customers can relate to. People are wired to see their lives as a narrative, a story to share with others.
Wizards of UX
This quote is hard to attribute to one particular person as it is a generally accepted piece of advice repeated by many. It is part of the collective wisdom of Wizards of UX!
Most marketing mistakes stem from the assumption that you’re fighting a product battle rooted in reality.
A legendary branding strategist, author and originator of the concept of Positioning.