Readers of Made to Stick could have predicted this outcome, but it’s interesting nonetheless: Brandweek reports on a research study that concludes stories work better than product positioning in advertisements. [Thanks to Francois at Zoommedia for the link!]
From the article:
One such pattern was that a campaign like Bud’s iconic “Wassup” registered more powerfully with consumers than Miller Lite low-carb ads that essentially just said, “We’re better than the other guys.” Why? Because Bud told a story about friends connected by a special greeting.