Kids understand stories, it is the way they learn, the way they absorb the lessons of the past for later use.
Why don’t we use this instinctive capability more often in our marketing?
Take your kids to the pantomime, they love it.
They get excited every time the villain comes on stage. They boo, yell warnings to the hero, and hop up and down in frustration when the hero looks around as the villain hides.
Why does this matter?
When building a brand, you have to make choices. Who is your brand for, and just as importantly, who is it not for?
If you can explicitly state who your brand is not for, then those for whom it is for, will rally around and support it against the villain.
Simple stuff, hidden in the instinctive responses in our brains.
Watch your kids at the panto, and learn how to build a brand.
Define the villain, and the kids will cheer for you.
