The Kid Who...

I was at dinner last week, reminiscing with a friend when he asked me if I knew a certain person. “You remember,” he said, “he’s the kid who had the bloody eye.” I immediately knew who he was talking about. Lots of kids had bloody noses, but only one had a bloody eye.

We could have talked about “the kid who wrecked his dad’s car before he got his driver’s license” …or the “kid who kept a goldfish in his locker at school” or “the kid who had that huge afro.” Each of these descriptions (stories) is a short cut that immediately describes a particular person. There is no ambiguity. No question who the person is. There was only one who fit the description.

Consumers do the same thing when thinking of brands...

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