At their best, brands tell stories. Sometimes it is overt, such as when they advertise, and sometimes it is subtle, such as when they cue a story already in your head with a brand interaction. Because stories are fundamental to the richness of our experiences, it’s no wonder that brand managers talk a lot about brand stories, brand storytelling, brand narrative, and the like. Storytelling has been en vogue with brands for years now, even before I tackled the subject in my 2002 book, Legendary Brands. The trouble is, while brand managers want their brands to tell stories, they don’t know how to systematize an approach. (more…)

Too many brands and advertisers try to sell you on cultural norms — you should use our product because everyone else does. They try to pander to social paranoia. There’s nothing I love more than a brand that says, “maybe you’re not for us.” The new Miller High Life campaign achieves that goal. It takes a decidedly strong point of view with a comic twist. It’s tied to sports and manhood and common sense, and it delights in every way. I may actually be thirsty for a Miller.