Brands are micro-cultures

&, as Eliot Peper says

Culture is a collective project in which we all have a stake and a voice.

Brands are also collective stories. Stories where the story the business tells about the brand intersects with the story the customers tell about the brand.

The goal is to have two nearly overlapped circles for this Venn diagram.

Because this is where positive word of mouth happens. And the brand story spreads.

You want this advice from Eliot to happen:

So when you fall in love with a story, tell your friends

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