Brands that connect their story to what customers actually care about create super fans. Neuroscience shows the brain remembers stories far better than facts, activating the same regions as personal experience.
How do you suggest we tell our stories in a way that matters to our customer and isn't just about us?
Well, one of the things that you said there, you know, I like to say super fans are created at the intersection of your story and theirs. So if you think of it like a Venn diagram, when you have somebody who becomes a super fan of your brand, it's because they've connected what you do to what they care about, what they either need or problem they have. If you can't do that, again, you are just like a solution, you are just a a commodity provider. You are part of a consideration set. And so what you've got to be able to do is create something that they feel. So I'm really fascinated right now by all of these neuroscience studies. Like, a bunch of universities and researchers have been doing things over the past few years that are all sort of starting to come out in these, like, you know, scientific journals and medical journals, where the neuroscience proves that the way our brains react we hear a story mimics the way our brains react when we experience something ourselves, meaning different parts of our brain activate and store information differently when something is presented to us in story form than if we were told the exact same stats, facts, figures, etc.
