Bruce Springsteen is the working-class boy who was born to run from the fading factories of New Jersey.
Journey is the band who lost their lead singer, then discovered a perfect sound-alike on YouTube and made him a star.
Lady Gaga is the eccentric art student from New York who combines her love of music with her love of art and fashion.
Led Zeppelin is the band Jimmy Page formed in order to play some gigs that he was hired for, and Keith Moon of The Who told him the band would go over like a “lead zeppelin”.
Every great brand begins with a great story.
I’m a personal fan of Zacapa rum, a brand that tells a truly fantastic story. Their story is “altitude”.
Zacapa rums are aged in what the company calls “the house above the clouds”, 7544 feet above sea level in the mountains of Guatemala. No other rum in the world is aged at such high altitude, where the air is thin, cool, and clean.
Does high-altitude aging make for a better rum? I haven’t got a clue. But it’s a damn good story.
When I meet other rum lovers, I tell them the Zacapa story.
Your brand’s story (and your personal brand’s story) is a talking point. It is a conversation starter. It is word-of-mouth gasoline to set your brand on fire.
Brands without a story are just products.
Take a tour of the Zacapa rum website and see how their high-altitude story is central to everything they do.
Uncover your story | Share your story | Celebrate your story
Discover the stories behind some of the greatest rock bands in history, and see how you can put their lessons to work in your business right away. Order your copy of Brand Like A Rock Star in paperback or digital download, with one click right here.