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His powerful вЂњI Have a Dream.вЂќ speech captured hearts and minds using principles that every storyteller would be well served to study and learn. Martin Luther King led a movement that transformed America for the better. The visuals remind Subaru owners that they have made the smart decision to pay a little more for a car that will last.

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They are running a series of ads that show lives of their owners as a series of moments before their cars are passed down to the next generation.

One brand doing this very well is Subaru.

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He said, вЂњI have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.вЂќ As buyers, we choose brands because we want to tell the world who we are and what we believe. In the title of the speech, King promised he would share a vision of what America could be. Paint vivid pictures of what the brand stands for As an example of a brand doing this well, I would point to AirbnbвЂ™s spot about acceptance and inclusion that ran during last yearвЂ™s biggest NFL game. Let us not seek to satisfy our thirst for freedom by drinking from the cup of bitterness and hatred.вЂќ King was very clear that his movement was not about violence or vengeance. In part of the speech, MLK said this: вЂњIn the process of gaining our rightful place, we must not be guilty of wrongful deeds. Great brands are crystal clear about what they are not. DonвЂ™t be afraid to say what youвЂ™re against One of my favorite visual metaphors used by a brand to tell a shorthand story is Travelers Insurance Companies famous red umbrella. Metaphors, especially unexpected ones, open minds to see the world in new ways. In an age before debit cards and ATMs and bitcoin, everyone understood exactly what he meant. King describes the century-old broken promise of the Emancipation Proclamation as an uncashed check. Its вЂњOur blades are great!вЂќ YouTube campaign spoke to its young male customers in a language that was their own. In 2012, Dollar Shave Club showed it understood this lesson.

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When King concludes his remarks with вЂњFree at last, free at last, Great God Almighty, free at last.вЂќ He was saying words that members of his audience had heard and sung many times. KingвЂ™s speech is filled with inspiring imagery and allusions to biblical stories that were familiar to his audience because much of his initial organizing happened in churches. The cost of replacing them was so high that he spent the first semester of grad school without them, squinting and complaining.вЂќ Just as King did, Warby Parker gets to why in a few sentences. We were students when one of us lost his glasses on a backpacking trip. Ours was simple: glasses are too expensive. HereвЂ™s their why: вЂњEvery idea starts with a problem. Some brands, like Warby Parker, get this exactly right. He promises his listeners that they will be part of вЂњthe greatest demonstration for freedom in our nationвЂ™s history.вЂќ He also reminds them that they have gathered to вЂњdramatize a shameful condition.вЂќ When he wanted to move his fellow citizens, King began with why.

King wastes no time in getting to why he has come to address the gathered crowd. This year, when I reflected on KingвЂ™s speech and life, I began to think about what KingвЂ™s most famous speech could teach brands about storytelling. KingвЂ™s speech always stirs my heart and fills me with admiration for him and his cause. He was also a person who understood the power of storytelling and branding.Дuring the day dedicated to remembering him, I re-watched the grainy black-and-white film of his вЂњI Have a DreamвЂ¦вЂќ speech. Reverend King was many things: an able orator, a courageous organizer, an inspiring leader.

A few weeks ago, we commemorated one of AmericaвЂ™s great civil rights leaders, Dr.

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