Brand Strategy & Narrative Identity: 5 Qualities that Great Brands and Great Characters Share

Brand Strategy & Narrative Identity: 5 Qualities that Great Brands and Great Characters Share

By Jim White & Jim Chastain We use brands to tell ourselves stories about who we are. The brands that are most meaningful to us are those that play a role in our internal life stories, or what psychologists call our Narrative Identity. We’ve spent years listening to people tell stories about how brands fit […]

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