Your Customer is the Hero. Your Brand is the Guide. - cultbranding.com
A long time ago, we started telling stories. Before we had words, we painted our stories on cave walls. Stories helped us make sense of the world before we could explain it. They still do. We’ve been obsessed with stories ever since—not just for entertainment but for survival, meaning, and identity. As marketers, many of us already understand that stories are powerful tools. Great brands like Apple, Coke, and Nike know how to use storytelling to captivate customers and create deep emotional resonance. But I believe the true power of the story goes even deeper. Stories don’t just entertain—they reveal. They show us what matters to our customers. They expose motivations, fears, desires, and aspirations that no spreadsheet ever will. And when we understand those inner stories, we can do more than sell—we can serve. We can become allies in our customers’ own journeys. Our Brains Are Wired for Story If you ask most people why they love stories, they’ll probably talk about escapism. But neuroscience tells a different story. When someone watches a narrative unfold, their brain doesn’t behave like a passive observer—it lights up as if they are part of the action. We don’t just consume stories. We […]
