Why do comic book creators and film makers think it is so important for you to understand that Peter Parker was bitten by a radioactive spider and lost his Uncle Ben. Why do they need you to know that Bruce Wayne's parents were murdered?
It's because they know that to understand Spiderman or Batman you must know where they came from. You have to understand the origin story because that influences everything that comes after.
All great marketing also has an origin story. It is influenced by the place that created it. If you think about a company that had a rise, then a fall, then a resurrection (a company like Starbucks) you can see this in action.
Starbucks started by positioning itself as a unique spot in the ecosystem. The language (tall, grande, etc.), the dedication to the beans, etc. all came from a specific beginning that was designed to get to a specific place.
And then things started to slip. It's hard to stay unique and it's only when the CEO decided to try and go back to the principles that made them unique that the company began to progress again.
Here's the thing to consider. The goal of marketing isn't just to sell. It's to sell in a way that feels like only you could make it feel. It's to sell in a way that reflects your origin and your values.
For example, I work at a place that has it's origins in intellectual rigor. So how do I sell you that show in a way that makes you feel that? Maybe I could have an acclaimed professor talk about the story in an interview. Maybe I could produce an in-depth timeline of the history behind the piece. The options are endless but the point is simple:
When I put that brochure in your hand, or you read the email, it should feel like US and ONLY US.
Like YOU and ONLY YOU.
That's the goal.
Any less is just advertising and noise.