Here is a photo of a worn out gym bag. A
battlescar no doubt. But look carefully: We notice an
iconic brand mark which reminds us of a lot of experiences attached to a certain brand. Experiences which elicit a
multitude of stories we have felt at several stages in our own lives: The feeling of a new pair of kicks, making that game winning jumper (or seeing someone make it during an NBA game) or just a vivid flashback of wearing a shoe exuding such iconicism & walking through the hallways of your high school gym. These memories are just so engrained in our minds. Thanks to brands with
powerful stories. Stories allow a brand to become
much stronger and more compelling.
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