Your brand’s story vs The User’s story

Your brand’s story vs The User’s story

My team at the health department organized a community mobilization effort, distributing free condoms. We quickly ran out of Magnum condoms before any other type.

On our way back to the office, I asked our community lead why the guys were picking Magnum.

“It’s a public statement,” he said.

“Magnum is for large ones.”

Class note: Every product or service projects a social story people want to tell about who they are. See Abraham Maslow.

Cue: Consider the environment where your brand will meet your prospective users and imagine how the story will make them feel about themselves.