This is a Neo-Narrative: Building Brands for the Next Decades

On a search for virtuoso forms of articulation of brands, the basic idea of the narrative is recast and a journey into new radical narrative structures is undertaken in essay form. Text in English and German.

In an era of over-communication, brands have to face radical new realities and shape their identities in multi-polar manners. Spontaneously forming and iterative narrations can take on this task. This is the idea behind Neo-narratives. On a search for virtuoso forms of articulation of b...