Branding Uncovers The Magic


By Lucas Compan

We all say we want information. These days, we get insanely anxious about it. But the truth is we don’t experience the world through information. We experience the world through stories.

Stories are how we give meaning to what happens to us. When people tell their stories to each other and are heard, the magic happens. People bond. Barriers dissolve. Connections are made. Trust increases. Knowledge is transmitted. Wisdom is shared. A common language is birthed. And a deep sense of interdependence is felt. That’s why, in days of old, our ancestors stood around the fire and shared their stories with each other. Survival depended on it and so did the emotional well-being of the tribe.

Once you decide on your occupation, you must immerse yourself into your work. You have to fall in love with your work. Never complain about your job. You must dedicate your life to mastering your skill. That is the secret of success, and the key to being regarded honorably.”

That is the story of 85-year-old grandmaster sushi Chef Jiro Ono. That is how he’s turned Jiro Ono’s sushi counter, his restaurant, into one of the hardest reservations to get in the world, the first sushi place on this planet a three-Michelin-star restaurant adjoining the entrance to the Ginza metro station, in the basement of a business building in Tokyo.

A meal there, which consists of twenty pieces of sushi served one at a time, costs thirty thousand Japanese yen (about three hundred and seventy dollars), and lasts about fifteen or twenty minutes. There are only ten seats, there is a set menu – no appetizers or modifications.

When you are passionate about what you do, you naturally build a contagious story about yourself and your business. That is the best branding strategy ever. Branding can’t buy authentic values – you can only create them from what the brand and what its history is. Branding creative people and storytellers working with brands, must go back to a brand’s roots and uncover the story, in which everybody can believe in.

Jiro Ono has been mastering his work for more than 70 years. But even after all these years, he says he hasn’t reached perfection.

I will continue to climb, trying to reach the top. But no one knows where the top is.”, wisely ponders Jiro.

Branding uncovers the magic. When you are able to creatively touch that point, the authentic and genuine magic is naturally unlocked. From that point on, people fall in love with your story, because they sense your passion – and the creative story behind it.

Have you uncovered the passion and creativity of your story?


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