Your accountant might care about the facts. You, the marketer, need to care about the conversations and the memories. I recognize the sentiment, but think that’s only partially true.
Individual consumer perception might be the result of conversations and memories, but marketing to consumers as a group is also about numbers. Results should be measurable, lest a company risk investing a lot of money not just in stories, but in fairytales.
You, the marketer, need to care about the conversations, memories and the facts. You need to be an accountant as well as a storyteller.