I use narratives to design the mind’s relationship with products and create brands.
The things we purchase, the services we use and the nonprofits we support do more than fill a need. They tell our life stories to others and, more importantly, to ourselves. They confirm what we care about. They validate the kind of person we want to be.
The difference between a product and brand is how we integrate it into our own narratives.
Our choice of laptop can suggest we’re creative or pragmatic. The nonprofit we support may affirm how much we care about underserved populations. That tutoring service we hire for our children helps relieve us of the need to relearn how to take the SATs. Whether they’re mints or mortgages, brands serve a meaningful role in people’s lives.
As marketers, this is an awesome responsibility.
Understanding the narrative mind gives us insight into how we transform the chaos of life into a meaningful set of experiences. Narratives are the decoder ring of human identity. They’re the password that unlocks the mind. They’re the catalyst that reframes ideas and changes behaviors.
It’s my privilege to guide organizations from just telling stories to harnessing the power of narrative.