Developing a powerful brandstory is a combination of art and science. Brandstory is the very foundation of expressing the feel, the gestalt of a brand. At the same time, Brandstory is a kind of magic in that it has the quality of being able to create something from nothing. It is able to encapsulate a complex truth or reality in a short, compelling story designed to be spread like a virus. The brand story is designed to motivate - as the ancient Greeks used to say, the story needs to appeal to ethos (credibility) pathos (emotion) and logos (the words and symbols) and elicit the kind of behaviours you want to see.
Oftentimes, the feel we want to communicate cannot be achieved with a literal 'this is how it is' story. In fact, the 'how it is' story can often be a real downer. So what we need to do is to create an allegorical story designed to lift the mundane and commonplace into the level of a cosmic, meaningful experience. This is no simple task because the story has to retain its integrity as it moves from host to host over time while motivating people to believe in, buy, invest in, work for or do whatever else you want them to do.
The brand identity we work with in a brandstory can relate to a tangible product or even something quite intangible like a 'culture' or a 'personality'.
A good story is the simplest and most powerful way to create a desired future. It is the story that guides us in our day-to-day interactions. People may come and go but it is the story that remains....
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