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Brand Narrative is a Necessary Part of Brand Strategy
Here we explore the brand narrative as a key element of brand strategy, by explaining what constitutes a brand narrative, demonstrating how it supports the overall brand strategy, and showing the brand scenarios which call for a strong brand narrative. What is a brand narrative? A brand narrative is a central building block of a meaningful brand strategy. It is built upon the insights and information gleaned during the kickoff process, with a particular focus on the business-related shifts the brand seeks to make. A brand narrative contains five elements: Truths – four to five high-level...
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