Storytelling. An old art form. And no matter how good or bad the story, it will connect you more deeply to the subject, person, a place or a thing, then without it. A good narrative can turn the ordinary into the extraordinary.
Today people are very interested in the stories behind the goods they purchase. Brands obsess over showing the background of their product to differentiate themselves from their competitors.
How was it made? Who made it? Where has it been before? All questions these product stories try to answer.
Rob Walker (speaking in the video above) and his experiment Joshua Glenn "Significant Objects" explores the shifting value of an object imbued with a backstory. 'Worthless' items become treasures. Throw away items become collectibles.
But what does this mean in the market? And what does it mean to us as consumers? Are we suckers? Or are we conscientious purchasers?
From a chit-chat session
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