But it's true. Great brands often do involve a great story. Southwest Airlines is one of my favorites...I've read a couple of books about the company...crap books, but still a great story and a great brand.
Apple Stores are little theaters where you can go to receive highly focused advertising designed to make you feel good and well above average (for example, the people who help you fix the stupid problems you have with your Mac or iPod are "geniuses"...obviously, only a genius would know how to do the stuff you can't figure out for yourself). Likewise Louis Vitton stores and Mercedes dealerships. The luxury experience is now probably more important than the actual goods being sold.
But it's true. Great brands often do involve a great story. Southwest Airlines is one of my favorites...I've read a couple of books about the company...crap books, but still a great story and a great brand.
Apple Stores are little theaters where you can go to receive highly focused advertising designed to make you feel good and well above average (for example, the people who help you fix the stupid problems you have with your Mac or iPod are "geniuses"...obviously, only a genius would know how to do the stuff you can't figure out for yourself). Likewise Louis Vitton stores and Mercedes dealerships. The luxury experience is now probably more important than the actual goods being sold.