What’s your brand’s narrative?

Popular conceptions of narrative are fundamentally wrong. But this doesn’t mean some narratives aren’t more enduring than others. Here are our favourites for branding. Previously, we discussed universal narratives. Despite what you may have read, they don’t exist....

Why do brands need narratives?

And how do you give a tangible narrative to an intangible product?   Simply, brands need narratives because our brains are wired to look for them. We were able to evolve from a chaos of noises, opportunities, over-stimulation and predators only because we could...
“Jane Walker” by Johnnie Walker

“Jane Walker” by Johnnie Walker

What happens when the 3 levels of your brand’s voice clash?   You might have noticed that Johnnie Walker recently released a limited edition ‘Jane Walker’ whisky. It’s received mixed reactions. Some people have criticised it as a ‘patronising’ and ‘lazy’...

Luxury Vs. Ultra-luxury

How the world’s most expensive car brands speak, and speak differently.   After 6pm, London’s Mayfair is a mini-Monaco. Light bounces off the chrome detailing of supersized ultra-luxury cars, sitting nose-to-pipe outside exclusive members’ clubs. Meanwhile, a...

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