Every brand has a unique story to tell that the customer wants to hear. Who created it? Why was it created? What need does it answer? What value does it add? What desire (articulated or unarticulated) does it fulfill. When you share your brand story with your customers, you give a context to a need. You de-commoditize the brand and make it breathing, kicking and alive!
Today's multimedia tools give us many creative choices in making your brand story telling an engaging activity for your customer. We choose the approach by any number of yardsticks - by the audience's demographics (How would the youth associate with this brand?), location (How would a north Indian relate to this product?), gender (how would a woman consumer want to receive your market communication?), and based on these insights, tweak our brand story-telling approach, accordingly.