Build Your Brand on the Myth, Not Facts

I always use Moleskine notebook.

And yes I know it is quite silly. I know that Hemingway, Picasso or Van Gogh never used Moleskines, per se. Yes, they used some kind of notebooks back in the day, but not any particular brand. Moleskine just started to do notebooks “inspired” by those old notebooks in 1997. I found it out a while after I had filled my first couple of Moleskines with my brilliant ideas (emphasis mine). Of course, I had envisioned myself scribbling concepts like Hemingway wrote his punctuated prose. Finding out the truth did not stop me from buying Moleskine though. The notebooks were ok enough and it still send my aspiration message to others. Good story is interesting than boring truth.

Some brands should be built on myths not facts.

Notebooks were totally low interest category when Moleskine arrived. Which does not really make sense, because you produce high interest content in your notebook. It is disrespectful for your ideas to go on cheapskate notebook or back of a printed A4. There was opportunity to bring new product there to celebrate the creativity of the people (or their perceived creativity) and make some money at the same time.

Also as our life becomes increasingly more filled with digital devices, people have the desire to do & have something tangible. The rise of Moleskine has actually happened almost parallel to digitalization: starting from dotcom boom, to Web2.0 and the current mobile revolution.

If your product is good enough (if Moleskine product would be really inferior, no one would use it, no matter the story), your audience is not really searching for performance. You are searching for the inspiring story and a product which makes you feel good about yourself.

I have had numerous discussions with clients, who have also Moleskines. Usually being the party pooper planner I tell the real story of the brand. That has not been a reason to stop using Moleskine for anyone. We rather believe in a good story than in the reality. Having a Moleskine showcases certain desired attitude. It also shows that you are still falling prey to marketing communications. I find it as a very comforting thought: there is still need for our line of industry. People still need interesting stories to justify their consumption.

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