Neo-Narratives. Building Brands for the Next Decade

The idea

Humans are wired for stories. Yet in an age of constant over-communication, the familiar patterns of brand storytelling rarely get through anymore. Neo-Narratives argues that brands facing transformation, uncertainty and fragmentation need a new way of telling: narratives with a stable core that flex with every context, audience and situation, and build real drama instead of only talking about themselves.

The content

The book unfolds in three parts. It starts by examining how brands work today, how they have used narratives so far, and where models that are up to 70 years old begin to fail. It then talks to the people behind Spotify, POC, Cake, Cowboy, Are.na, Raide Research and Light Phone about how they reshaped their brands for a new era. Finally, it turns these insights into practical concepts for everyday brand work.

Not a textbook and not a management guide, but food for thought for a new way of building brands.

Editions

German edition: 264 pages, ISBN 978-3-89986-439-7
English edition: 256 pages, ISBN 978-3-00-082900-0