Start with the Story: Brand-Building in a Narrative Economy

Think about someone who loves Patagonia. Imagine the person who brought their Beyond Meat burgers to the BBQ. Who can only be found behind the wheel of a Porsche?

People don't just buy brands. They use them to tell stories about who they are: stories about their passion for the outdoors, their concern for animal welfare, and their love for design.

Stories about identity are the currency of the narrative economy-and the brands that design for the story-driven mind will thrive in it.

Start with ...