The cola rebels from fritz-kola. The adventures that supposedly await Globetrotter customers outside. The deep love of groceries among Edeka customers. Nike and the “Just do it” records achieved by athletes in the brand's shoes: Brands are constantly telling us stories about themselves.
Therein lies its power - and its problem. Because since every commercial law firm and every small café operator thinks they have to do storytelling, the story is slowly becoming confusing for us consumers.
What's the story, morning glory? How can brands still get their stories through in the thunderstorm of stories? Why is storytelling more important than ever today? And what characterizes a strong brand story anyway? I'm talking about this today with brand consultant Peter Matz, head of the Hamburg-Berlin Strichpunkt studio. “A brand that has nothing left to tell,” says Peter, ”is basically dead.”