ABSTRACT
Often a brand can be differentiated by the simplest way in which people distinguish themselves - by telling a story about itself. Above all, stories are helpful in providing the differentiation through intrinsic aspects, which facilitates the establishment of relationships that are fundamental in terms of connecting to a brand just as to a person. Consequently, the use of stories in marketing is simply tapping into a fundamental human trait - always a good foundation for any communication. The practical importance of stories was examined in an experiment called Significant Objects. This was to test the hypothesis that "narrative transforms the insignificant into the significant". A very specific example of the power of a story is provided by the Flexo lamp and its marketing in the UK. It is the consistency of the information that matters for a good story, not its completeness.
