In theory, a company like Moleskine should be redundant. Who needs a little black sketchbook these days? Who needs pencils and the ability to sketch and note down ideas? And yet many people – and I’m the first to confess, I’m one of them – are ardent fans. Why?
It’s because Moleskine have sold us a fantastic story: a story of romance and creativity, of spontaneity and genius, of travels made and ideas explored that actually relies on its heritage to work. Woven into their brand are associations with artistic and literary giants. In fact, this little black notebook, with its polite strap, has built up a backstory that embodies great thoughts captured on the move, and celebrates freedom, inspiration and potential …
It’s a backstory of sharpened pencils, crisp paper, and lateral thinking, washed down with (at least) strong coffee, that absolutely targets those who love creativity.
Sometimes, just sometimes, the most powerful thing you can do in your brand storytelling is to revive what people yearn for, or fear may become lost.