07 Mar Entrepreneur – The Secret of Storytelling

On the south side of Chicago in the 1950s, my grandfather Ben Weiss created a shoe store called Cinderella Shoes. He employed the most literal way of crafting a brand story by taking a well-known and beloved fairy tale and putting that story’s title right into his brand’s name. By taking the story of Cinderella and borrowing the emotional and intellectual equity for its own, the promises of quality (glass slippers) and fashion rightness (even princes admired them) were brought to the customers of Cinderella Shoes. The brand was building a connection to its customers that the competition down the street could not. Cinderella Shoes illustrates the first of the three pillars of brand building: STORYTELLING.

Entrepreneur
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