Brand story can not lie in the brand manual, but spread in the oral consumption. Just like the legend about Apple, although it is made up by netizens, it has a very obvious communication effect

There are three apples that change the world. The first one was eaten by Eve, which opened the human desire; The second hit Newton and invented universal gravitation; The third one was bitten by jobs, and Apple products became popular all over the world.

Why is it difficult for many enterprises to create such penetrating and spreading stories when they spend a lot of money inviting brand consulting companies?

The brain of each of us is divided into left brain and right brain. The left brain is rational brain and the right brain is perceptual brain. The left brain has the ability of logic and analysis, which determines our logical research and expression; The right brain has great artistic talent, which influences our ability of art, painting and storytelling.

In the era of information explosion, everyone's time seems to be insufficient. At this time, the left brain will rationally choose to block advertising to save more time. The right brain is the emotional brain, people will be unconsciously moved by the story, and like to hearsay some gossip, anecdotes, interesting things. So story communication is the most favorable way to transmit information.