This Is What Makes People Talk About You

It’s just a toy, until you know the story.

In the “Significant Objects” experiment, researchers bought cheap, secondhand items for around $1 each—things like a used mug or a toy.

Then, they asked writers to attach short, fictional stories to each item.

After adding a story, they sold the items again… and the average price jumped by 2,700%... Here is an example

The $1.50 Teddy Bear Toy That Sold for $50

Someone bought it for $50.

The takeaway: people buy meaning. Don’t fake stories to sell well, but always cultivate that story driven mindset.

Add a strong narrative around your brand, your mission, or your product's origin, and you can charge more—and earn more.

Nike Is a Hero. Harley’s a Rebel. Who Are You?

According to analysis by Mark and Pearson (authors of The Hero and the Outlaw), brands that strongly embodied an archetype grew their brand value 97% more over six years compared to those with inconsistent or vague identities.

In other words, a focused brand character can nearly double your brand equity growth relative to competitors. Clarity about “who” your brand is pays off.

The three most viral archetypes are the rebel disrupting norms, the hero inspiring others, and the jester that’s entertaining and humorous.

All the 12 archetypes are The Innocent; The Explorer; The Sage; The Hero; The Outlaw (Rebel); The Magician; The Regular Guy/Gal (Everyman); The Lover; The Jester; The Caregiver; The Creator; The Ruler.

For example, Nike “owns” the narrative of heroic personal achievement, and Harley-Davidson “owns” the spirit of rebellion on the road. By contrast, a competitor like Adidas leans more Everyman/Creator – a different vibe. By committing to an archetypal identity, you differentiate your brand experience.

The takeaway: if you champion your customer’s inner hero (encouraging them to “do it” in their life), you can spark deep motivation and loyalty that elevates your brand above just products.

Which archetype have you cultivated in your brand?

The most powerful brand stories make the customer part of the narrative.

A great example is Coca-Cola’s “Share a Coke” campaign, where Coke printed people’s names on bottles.

This personal touch prompted millions to go find their name and share photos with friends. It exploded on social: at the peak, over 500,000 user-generated photos were posted with the #ShareACoke hashtag.

The takeaway: create campaigns that let customers participate (through sharing content, personalising something, submitting stories, etc.). When people see themselves in your brand story, they engage deeply and spread the word for you.

How can you make your customer part of you brand’s story?

Empower the customer to share your brand

Spotify Wrapped gives users a personalised, visual summary of their music habits every year—wrapped in bright design and shareable slides.

GoPro Million Dollar Challenge: UGC at Scale

In its 5th edition (2023), GoPro received 42,446 video clip submissions from over 126 countries—a 66% increase in participation year-over-year.

55 creators were selected and equally split $1 million, totaling $18,181.81 per contributor, with their footage featured in the final highlight reel

How can you empower the consumer to share your brand on their socials?

When do people share your brand?

#1 Identity Expression

People share content to signal identity.

Your product becomes a mirror for their personality.

Spotify Wrapped → “Look at my music taste.”

Share a Coke → “They printed my name!”

Let users customise or co-brand your product (name, avatar, filter, wrapper, etc.).

Other reasons people share is emotional storytelling, when they feel moved by your message. Play and humour, when it makes them laugh. Reward and incentive - money, access to something. Recognition or status that makes them feel special. Or social belonging, that they’re part of something biger.

Does your product let the customer show off who they are? What do people get when they share content about you? Is it actually fun to share your brand?

Food for thought.

Best,

Maxi | The Warrior’s Newsletter