My current working theory of marketing says that there are two core elements, stories and relationships.
Stories are the threads that tie all the pieces together. Packaging, distribution, pricing and advertising are all parts of a story that is being created about a brand, product, organization or person.
Relationships are how people see themselves tied to a brand, product, organization or other person.
The best stories are those that bring a person into a relationship or further develop the relationship.
As a marketer, you should be looking for stories that create a relationship between what you’re promoting and the audience you’re targeting.