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'My name is Mrs. Smith, I've made apples out of bread and dripping, a bit of green paint, and corrugated iron.' 'No, these are horrible apples, Mrs. Smith. Go away, Mrs. Smith! Go away until your daughter has a baby.' 'Shag, daughter, shag! It's a marketing idea, shag for babies! (mimes running back) My daughter's had a baby, I'm Granny Smith now!' 'Come in, Granny Smith! You're a wonderful idea, you! Come in with your shiny apples.'

Eddie Izzard#62

IdentityStorytellingBusinessAdvertisingMarketing

About this quote

What does it mean?
Marketing relies on transformation and storytelling to create value. Ordinary products become valuable through narrative shifts.
In plain terms
Stories make ordinary things seem special.
What can you take from it?
Marketing is about narrative.

Where it applies

  • sales pitches
  • branding
  • storytelling

Putting it to work

  • create a story
  • focus on benefits

Questions to consider

  • How does a brand story change your perception?

Another view

Not all marketing stories are truthful.

More from Eddie Izzard

  1. People on movies are always so professional with computers. [Mimes using a computer] 'Hacking into Pentagon. Double click on 'yes''. Oh password protected. Ok …

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  2. Pears can just fuck off too. 'Cause they're gorgeous little beasts, but they're ripe for half an hour, and you're never there. They're like a rock or they're m…

    Permalink to quote #63
  3. I don't have techno-fear, I have techno-JOY! I love technology! I love to get a new machine. Every time I get a new machine, I think, 'This is the one! I won't…

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