There are hundreds of burger places in Seattle.
But Blue Moon Burgers has me hooked.
They connect with me not just because eating their Blue Shroom burger with extra bacon is just the most delightful sin I’ve ever committed.
They connect with me because they want to give me good conscience.
They want me to change my narrative about eating a deliciously greasy meal.
Why should we feel guilty about eating more burgers?
When we should probably eat one less hamburger, Blue Moon burgers wants us to feel good about eating one more.
That’s their strategic narrative.