The Transforming Power of Narrative
We gave those brands a narrative, which is one of the reasons anyone buys anything: to own not just a product, but to become part of a story, Cristal, before hip-hop, had a nice story attached to it: It was a quality premium, luxury brand known to connoisseurs. But hip-hop gave it a deeper meaning. Suddenly, Cristal didn’t just signify the good life, but the good life laced with hip-hop’s values: subversive, self-made, audacious, even a little dangerous. The word itself–Cristal–took on a new dimension. It wasn’t just a premium champagne anymore–it was a prop in an exciting story, a portal into a whole world. Just by drinking it, we infused their product with our story, an ingredient that they could never bottle on their own. — Jay Z (Decoded)
Photo Credit: drbparsons
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