Title: Better Storytelling for Brand Building and Marketing
In the world of marketing, storytelling often hinges on emotionally charged topics such as homelessness or animal rescue. Many books and talks I’ve encountered lean on these kinds of subjects to evoke strong emotions. As someone with an engineering background venturing into marketing, I’ve noticed that those same storytelling approaches can falter when the product itself is more functional or “everyday”—for example, workflow automation for backend accounting or advanced analytics for investment firms. There’s often a lack of a clear emotional hook in these cases.
With that in mind, I’m reaching out to those with substantial experience in brand building and marketing: How do you create a compelling brand and generate enthusiasm for offerings that are practical and mundane, without a obvious emotional angle? Are there books, thought leaders, courses, or other resources that can help refine branding and marketing skills in this context? Any practical advice or guidance would be greatly appreciated.
