metacool:
What happens once everybody can create goods stories for their
brand? Will consumers become desensitized to ‘story’ and crave
‘story-free’?

Seth Godin:
Story-free is still a story, in a twisted sort of way. The way that
black and white generic canned peaches (which appeared to be without
marketing) were actually filled with a story.

The story doesn’t happen without the consumer. People feel compelled to
tell themselves stories about everything. That’s why they are
superstitious, believe in religion and cry at the movies. So, while
certain stories go out of vogue, it’s inconceivable to me that human
beings will suddenly become hyper-rational.