Brands need story's

Strolling through the Safeway I noticed a dishwashing detergent dedicating 75% of their label to “Made with real lemons.” While not note-worthy this comes on the heals of a laugh my son and I shared a week earlier- Squirt lemon soda “contains less than 2% fruit juice.” His 11year-old sensibilities thought  >2% was absurd and of course, it is.

Back in the soap isle I’m staring at real lemons, contained in a dry, soapy mixture that goes in a dishwasher. I’m seeing a story, not a product. The narrative of “real lemons” trumps anything else found on the isle littered with competition. A clear message using a real, tangible item known to all of us…lemons. It’s the story, not the product- it’s always the story. It can be 1.72% fruit juice or real lemons or even the Mercedes logo on the back of your car; we remember brands for their story’s.