It's an interesting question - is a product's story the invention of a marketeer providing its position, or the product's designer giving a product its voice?
Over at Medium, which bills itself as "a new place on the Internet where people share ideas and stories that are longer than 140 characters and not just for friends," I found an interesting "musing" on this topic, which clearly suggests that a product's story must truly be embedded into a product's design to be effective in engaging its users to the max. Thanks to Apple, the author maintains, it's not enough to launch a product simply supported by messages in the marketplace. The product itself must communicate its value, its role, and its intent in how a user experiences it.
Worth the 5 min read (an estimate provided by Medium.)