Douglas B Holt says that a brand “emerges as various “authors” tell stories that involve the brand”, and that these brand stories “have plots and characters, and rely heavily on metaphor to communicate and to spur our imaginations”.
So who writes these stories about brands and what are they based on? It’s the customers, cultures industries and critics of the brand that form the perception. And for most of the customers, the stories are based on experience with the brand. It’s not just the packaging, the logo or the slogan alone. It’s all of us helping to create a consensus opinion of a product— that’s the brand.
What will people say about your brand?