I was not initially attracted by the Touch Wood phone made by NTT DoCoMo. However, an ad introduced by the Core 77 website changed my view. In the ad, a wooden ball plays Cantata 147 as it rolls down the wooden xylophone in the forest. Interestingly, I became more engaged with the phone after watching the “making film” or the video about how the ad was shoot (http://answer.nttdocomo.co.jp/touchwood/?banner=dcm3#making).
People seem to like a brand more strongly when they are informed with the story behind the brand. The story behind the brand could be either about the ad (e.g., NTT DoCoMo) or about the manufacturing process (e.g., Apple Watch Gold).
If the story behind the brand can enhance the brand image, sharing typical marketing tasks or design tasks (e.g., meeting, planning, working hard, manufacturing, sales, etc.) with customers will be able to improve sales or market shares.