Now, more than ever, stories are the most important things we can gather. For most of us, they represent something authentic, nostalgic, and human. They are a new type of currency that is fast becoming more impressive than a simple wad of cash or a brand new car. Unless, of course, you stole the car and found the wad of cash under the seat.
But let’s face it, most of us feel our lives are just not that exciting. That is why we gravitate toward these stories. We end up owning the same story because many of us buy the same products. But this doesn’t stop us from somehow feeling a more personal connection to these products because, through their storytelling, they have woven something authentic into their very fabrication.
Some brands are finally catching onto this idea, but many are missing the boat. There is a fine line between telling a story superficially to gain an audience and actually believing in, and living that story every day within your company. This blog seeks to pin down and find examples of the ever-changing and ever-illusive idea of authenticity as it morphs into what both the brand and the consumer make it.
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