Every audience touchpoint is a chance to develop your narrative.

Puma’s Clever Little Bag, designed by Yves Behar, takes advantage of familiar materials, and a potent moment, that shoemakers ordinarily waste.

The bag reads:

Well, it’s smarter than an old fashioned shoebox because it uses 65% less paper. Even better, it means you don’t need an extra carrier bag and you can use it over and over again. Clever, huh? Follow the Puma Eco-Table. Reuse this bag.

The Eco-Table calls out sustainable practices throughout Puma’s operations.

I’ve been wearing Puma sneakers since a high school job in one of the company’s warehouses, but I knew nothing about its sustainable practices until this package showed up at my door.

The brilliance isn’t in the message–everybody wants to convince you they’re sustainable. But the delivery system? Ingenius.

Instead of a forgettable block of cardboard that I’d immediately dump in the recycling bin, Puma surprised me with a small, smart gift. Delightful and impossible to ignore. Already they’d raised my spirits, before I’d even seen the shoes.

Since the bag arrived, I’ve told dozens of people about it. With every conversation, Puma’s narrative spreads.

QUESTION: What opportunities to build your own narrative are you missing?