great brand stories need great presentation

09/26/2006 07:27:00 PM
It's a widely documented trend that consumers are looking for more authenticity from brands. They are looking to create conversational currency from their brand interactions.

Simply put, they want to buy into something that's worth talking about.

That's why Everquest bags are so interesting. They are laptop bags that are made from materials that have been involved in adventure; bags made for the sails of America's Cup yachts are one of its examples.

It's right on trend and should, in theory, work, but when you look around the website, it doesn't seem quite right.

It's back to the theory that we make up our minds in just 50 milliseconds if the website is for us. Everquest bags story maybe perfect, but the site fails to deliver any of the drama behind the it.

In a world of the blue Google link ad, it's easy to think that having a unique story is enough, sadly there's a little more to it and these stories have to be accompanied by unique presentation.

This is why there will always be a demand for brand specialists and creative talent.

Via Creative Generalist
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