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The Hook by Richard Krevolin

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CHAPTER 4The Brand Narrative Manifesto

It will be no longer enough to produce a useful product. A story or legend must be built into it, a story that embodies values beyond utility. What is happening now is that the story that shapes our feelings about a product has become an enormous part of what we buy when we buy a product.

—Rolf Jenson, The Futurist

Let us now go deeper and really explore and think about why people buy things and the specific stories that play a role in the decisions that consumers are constantly making. Why do we choose to buy what we buy? What really drives those decisions and what role does narrative play in such decisions?

Let me try to answer some of those questions now. First of all, most people blame marketing for ...

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