The Story

Lately I’ve realized that I might be taking something for granted. Might be assuming that when we say “prove the story,” everyone knows exactly what we mean.

Probably not the case, though.

And for good reason. Why? It’s a new concept, relatively speaking. There are certainly folks out there that “get it” (Rick Turoczy, for instance) and I think the overall idea is catching on. But overall, the idea is still lost on bank marketing and credit union marketing folks who, 1) don’t even believe in the power of creating a distinct, ownable brand experience, and 2) people who may get the former, but can’t get past just “telling” their story.

So here, ladies and gentlemen, for what it’s worth, is my definition of proving the story: Demonstrating your brand’s key message and position through everyday actions that can be touched, tasted, smelled, heard and seen (creating a complete experience), across all touchpoints–not just saying or talking about your brand’s key message.

Let me know if you have thoughts or questions on this. But at least for now, hopefully this little definition will provide some additional context for what you’ll find here at The Story.

This entry was posted on Friday, March 16th, 2007 at 10:40 am and is filed under Bank Branding, Credit Union Branding, Bank Marketing, Touch points, Experiential Marketing, Branding, Credit Union Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.