Why should I care about a backpack?

Marketing people are using emotional storytelling to sell their products. Why? Because it works!

Here are two online videos from LL Bean:

This one uses a lot of still photos. It also has a journey in a non narrated interview.

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This one also uses still photos with a more traditional narrative.

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Why should I care about a backpack? Because it’s not really about the backpack.

 

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