Is there a deeper story?

Before music went digital, Tower Records promoted their chain of record stores using the tagline “No music, no life.” Not only did the tagline help them sell more than a billion dollars in records each year, but they sold thousands of bumper stickers and T-shirts featuring the tagline to fans who wanted to associate with the philosophical belief that music mattered.

Is there a deeper story your brand contributes to? Can your products be positioned as tools your customers can use to fight back against something that ought not be? If so, let’s include some philosophical stakes in our messaging. 

from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller