Some time ago, a group of advertisers walked in second-hands shops and acquired cheap, seemingly useless objects – snow domes, plastic figurines, worn-out toys. Their objective was to resell them on eBay with the highest possible profit margin. How did they go about it? With intricate backstories that told something unique about each of those products. And it turned out that people went for it, one buyer even parting with $38 for this coat hook.
Consumers like to buy brands that fit with their beliefs, values and lifestyle – brands that have meaning. One effective strategy to build meaning is done through stories. Even the most boring product can come to stand for something meaningful with the right anecdote.