A brand is result from a story. But compare to a product which you can hold with your hands or at least use its benefit, a brand does only exist in our consciousness. The more sustained and diversivied the story of a brand is being told, the more important it becomes for people.
Creating these kind of stories has been my job for more than 25 years.
Some examples became famous. Most of them worked out pretty well and, yes, some did fail actually. But who can be always on the right track in a quarter century? However, a story will never be out of fashion as long as it moves the audience. Eventhough the way of storytelling is changing dramatically. But that’s a different story.
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