A big part of Mr. Vernon’s success in the blogosphere and beyond, Mr. Frenette says, was crafting a compelling story to help fans connect to the music even more. Bon Iver’s MySpace page, Web site and CD all include the same story: a paragraph telling how Mr. Vernon wrote the songs while hibernating in the remote cabin in the woods. It outlined why Mr. Vernon’s story was different, what the name Bon Iver means (it’s a misspelling of the French term for “good winter”) and how the songs were made (using microphones and aged recording equipment). (Wall Street Journal)
[...] In reality, your customers are buying the feeling they wish to experience, something that fits the story they tell [...]