My content marketing friends, Igor Savic and Primoz Inkret from Poslovni Mediji (Business Media) in Slovenia, were nice enough to give me a branded Moleskine notebook on my arrival to their beautiful country.
I’ve heard of Moleskine before, but now I know their story.
Included inside the legendary notebook is a detailed history of the product (see picture below).
“Moleskine is the legendary notebook used by European artists and thinkers for the past two centuries, from Van Gogh to Picasso, from Ernest Hemingway to Bruce Chatwin. This trusty, pocket-size travel companion held sketches, notes, stories and ideas before they were turned into famous images or pages of beloved books.”
It means something to write in a Moleskine. To be an owner of a Moleskine says something about who you are. In the video (produced by Moleskine), it says something about who Bruce Chatwin was.
Moleskine has endured all these years because they tell stories as well as the people who used their product. Brand stories don’t just happen. They are told…and spread.
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It’s great to see so much conversation about the persuasive power of stories. As I read this post, I was struck by the varying and valid definitions of brand story and storytelling that are being used in business today. Since language is so important in communications, I thought I would share how we use these words: (1) Brand Story is the narrative that, in the telling, portrays the heart and soul of the brand and emotionally connects your brand with the consumer. For example, Nike isn’t just selling sports gear. They’re selling the mythic story of heroic achievements through hard work, sweat, and perseverance. The Brand Story needs to be infused into all organizational activities and assets (people, culture, product, packaging, facilities, marketing, customer experiences, etc.). It’s the ‘big S’ story. (2) Brand history is the founding and evolution of the company. Many brands view their story as merely their histories. Though perhaps interesting, this is not the ‘big S’ story. (3) Brand experience stories are the personal stories that consumers tell about their experiences with products and services. These stories are very desirable outcomes from effectively infusing your organizational activities and assets with the Brand Story.
It’s a great story, but it’s mostly made up.
Don’t get me wrong. I love my Moleskines, have for years. And just because the story’s not exactly true doesn’t make it less effective.
Clearly this brand is connecting on a very deep, emotional level with its fans. The story it tells is obviously a key driver of that connection. Other drivers include the quality of the product, the sense of connectedness with other fans, and even the retro appeal Moleskines have amidst a sea of the latest cool digital gear.
Here’s a detailed look at the “real” Moleskine. Illuminating reading for anyone interested in brands and brand stories.
http://thinktopia.com/2008/03/03/moleskine-notebooks/