January 16, 2006

Products that Tell a Story

As consumers, we want to associate a story with the products we buy...and we want to believe that story. That's how we establish a relationship with the product.

Good bookstores sometimes display hand-written recommendations from staff members. And, when they do, don't you always gravitate to the books that accompany those recommendations?

There was a piece on public radio this weekend about a woman who has a vintage clothing store. She attaches a tag - with a story - onto every garment. She thinks clothes have a distinct energy and distinct personality. That's how she is building powerful customer relationships and fast-growing sales.

Someone gave me some Fiji water for Christmas. I hadn't thought much about Fiji water before. But the bottle is different; the name, exotic; the label, enticing; and it tells a story...of pure water from "an aquifer deep beneath volcanic highlands and pristine tropical forests."

All of this makes for a strong connection with customers....so strong that Fiji sales have soared 61%, while Evian's have declined by 23%.

It's all in the story.

Why Newspapers Matter

There are lots of reasons...even in this Internet world in which we live.

First of all, content matters. And newspapers have the content...hands down.

Second of all, newspapers can address issues in greater depth. The Times' series on diabetes has been brilliant and comprehensive at a level not possible in any other medium.

Third, a certain kind of convenience well articulated by Richard Parsons, CEO of AOL Time Warner. Parsons defines what he calls "The Three B's" of why print will remain: beach, bathroom, and bedroom - places where technology and gadgets have yet to gain a foothold.