What’s your brand narrative?

What’s your brand narrative?

Popular conceptions of brand 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 (read here). Despite what you may have read,...
Why do brands need narratives?

Why do brands need narratives?

And how do you give a tangible narrative to an intangible product?   So, why do brands need narratives? 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...
Luxury Vs. Ultra-luxury

Luxury Vs. Ultra-luxury

How the world’s most expensive car brands speak and speak differently.   After 6 pm, 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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