What is Brand Narrative
Good Brands deliver huge value. For many companies, not just big ones, their business would collapse if the brand were not front and centre. Nike, Coca Cola, Disney, Jaguar… some of them make things others are companies where the brand is everything. In fact, this is not a bad test for whether or not a company’s identity is really a brand. What remains if you take away the product? If the answer is substantial, then this is a real brand. And what does the product mean if you take away the brand? If the answer is very little, then it is certainly a real brand. What is left behind or what is taken away is, essntially, a story, it is the meaning of the name, everything that name stands for and is capable of attracting an emotional and rational response.
The crazy thing is that everyone understands brands until they get to design them or commission them. Then they seem to forget what they knew. The whole idea gets reduced to a symbol, a logo, a badge. We all know better than this and I can prove it.
I know that you know what this picture means…
