I once had the privilege of meeting Scott Bedbury, who coined the “Just Do It” slogan for Nike. He said to me: "Marketing is a story that is half-told because the customer must tell the other half." As an author, this resonated with me. A story does not exist in a vacuum. It comes to life when a reader engages with it, interprets it, and makes it their own. The same is true for marketing. A company can craft the most compelling brand narrative, but the story remains unfinished if the customer does not see themselves in it.

Every great brand, like every great novel, begins with a protagonist with a problem. In marketing, that protagonist is not the company but the customer. Too many businesses fall into the trap of writing their story as if they are the hero. Just as a novel captivates through character depth and emotional stakes, brand messaging resonates when it speaks to the audience's real-life aspirations, fears, and motivations.

As an author, I have spent years refining how to capture attention, create emotional connections, and make every word serve a larger narrative. The best stories, whether in literature or marketing evoke, persuade, and endure. A tagline like "Just Do It" is not powerful because of its words alone. It works because it allows the customer to complete the thought. It invites them into the narrative, turning their ambitions and challenges into the driving force behind the brand’s message. The story remains unfinished until the customers see themselves within it and take action.

This is why messaging must go beyond features, benefits, and slogans. It must create a world that the customer wants to step into. It must position them as the central figure in a more extensive journey and ensure that every interaction with the brand reinforces that narrative. The most successful brands do not just describe what they do—they craft a story worth believing in. And when customers believe in that story, they make it their own.