Nobody sees the whole, nobody can, at least. And so we extrapolate without even realising we do so. Very often, it is this extrapolated version of reality that determines our action and reactions. In business, this means that companies end up telling stories in order to sell.
Both brands and their buyers (customers) tell stories to each other, about each other. A brand that provides a coherent, consistent story to its buyers finds that the customers stay loyal. And this, despite there being strong competitive pressure, and minor market mistakes on the brand’s part.
Telling the right story is as important as providing the right service or the right product. A Cafe Coffee Day experience consists of the not just the coffee, and not even the ambience. Today’s customers view the brand in the context of their own lives. For instance, a birthday celebration at Cafe Coffee Day as compared to one at an Indian food place. And then the photos posted on Facebook with comments.
Marketing, Real and Ideal 