Every day, people engage in the story and narrative called their life. It’s personal. And when things are personal, people pay attention. They are more passionate and committed, and they naturally gravitate toward places where other people — living similar personal narratives — gather. Passionate people, your consumers, are more engaged, especially if a brand has provided the means to participate.
Personal narrative matters
In the past, personal narrative was influenced by limited one-way inputs such as proximity, socioeconomics and one-way channels such as television. However, the last 15 years have radically transformed the way a person curates, shares and actively develops their personal narrative. People are asking others to participate in their personal narrative – one experience, tweet and share at a time.