First your product or service must have a functional benefit, but then you usually want to focus your communication someplace else–someplace your audience would like to live. 

MENG: This Article is Terrific! Trust Me, 2012-Jan-31, by Jim Signorelli

Besides the usual suspects like Nike, Apple, and Harley-Davidson, North Face provides a great example with its "Never Stop Exploring," campaign.  Then there's Corona's "Find Your Beach" and Chipotle's “Cultivate a Better World.” If you look closely, you won't find one declarative "we" in ideas expressed by these [Story] brands — no brags, no boasts – just a clearly stated value or a belief in what is important…. They inspire rather than force identification.  And they create resonance to the extent that we share the underlying belief that is espoused.