Marketing communications rely on the customer being able to export stories. Before, it was enough for companies to “have our story”. Now the customer needs to be offered a moral springboard. The consumer should be able to cherish his values without buying, writes Annamari Sipilä.
Business the website is always amused by the same thing: “Our story”.
Company as a company seems to have finally learned that everyone needs to have their own story. And there’s nothing in it.
The interesting thing is that so many are literally taking the lessons of marketing communications. “Our Story” is put in the title, just like in an elementary school subject’s envy.