ABSTRACT
Marketing and branding are some of the most important early-stage indicators of a company’s potential success. A great product is important, but great product marketing is critical. Social media channels help bring entrepreneurs story home by showing their product in use and building a compelling narrative. Imagiroo grew out of the Kangaroo Cup, a product created by 11-year-old Lily Born. The cup now comes in multiple colors and in unbreakable plastic, making it useful not only for people with mobility issues, but for anyone who wants a durable cup. It is carried by major retailers Amazon, Walmart, and Target and sold nationwide. A well-told story helps a startup connect through emotion-driven marketing, which creates more authentic moments of customer engagement. The most successful brands tap into the power of stories and use them to increase customer engagement. From a marketing perspective, Airbnb and AirbnbMag are using their customers’ stories to sell their brand.
