This is not a joke

A brand walks into a bar and says nothing.

He takes a seat on a stool, orders a drink and waits.

Nothing happens.

After a while, he sees another brand walk into the bar.

Everyone looks up, recognizes him and says hi…just like Norm on Cheers.

The second brand sits down at a big table near the door and one-by-one everyone gathers around in anticipation.

Brand Two orders a few pitchers of hot cider on a cold night for the table and starts to tell a story.

Everyone is mesmerized.

They laugh. They cry.

They share their own stories, the ones that come to mind after hearing Brand Two’s story.

Brand One walks out of the bar alone, unnoticed, into the cold night.

He turns to look back in through the window to see the revelry.

He blames everyone for his loneliness and never returns.

Brand Two orders another pitcher of cider and settles in for the evening surrounded by a growing crowd.

The punchline? Brands that tell stories attract people. Brands that don’t…don’t.

The dilemma? Knowing what great storytelling is takes a special talent.

The answer? Well…you know. You are at after all.

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