Brands, and customers, are energized through the power of story.
The right stories humanize the brand and create stronger connections for people by providing a feeling of authenticity and intimacy. And the right stories – those that others can find themselves a part of – are ones that people will want to tell, participate in and own.
In this case, the brand is J. Crew. And it’s the behind-the-scenes story of the design team’s trip to the renowned Ratti and Canepa mills in Lake Como, Italy, where they source many of their prints.
In a world of distrust around things big, powerful and guarded, weaving stories into our products and brands will increasingly define success.
Do you agree? Please share your thoughts.