N A R R A T I V E

THE INSPIRATION IMPERATIVE
Brands aren’t about making promises, certainly none they can’t honestly keep. Their job is to give us faith. To inspire hope for a slightly brighter, better tomorrow. Their trade, no matter what it is, is always the future. And for that to unfold they need stories. Because only stories can create a dynamic narrative that takes you on a journey and makes you believe – no matter if you’re consumer, customer, employee or shareholder. Which is why Nobel Prize Winner Robert Shiller talks of ‘narrative economics’.
Brands aren’t about making promises, certainly none they can’t honestly keep. Their job is to give us faith.

To inspire hope for a slightly brighter, better tomorrow. Their trade, no matter what it is, is always the future. And for that to unfold they need stories. Because only stories can create a dynamic narrative that takes you on a journey and makes you believe – no matter if you’re consumer, customer, employee or shareholder. Which is why Nobel Prize Winner Robert Shiller talks of ‘narrative economics’.

At zwoelf, we create narrative strategies. Brand mission and strategy are always translated into a brand myth, the inspiring meta story that credibly links heritage and vision beyond question. And puts all of us on an exciting and shared path to the future.

DARE, DREAM, DO
Virgil’s Aeneid is the earliest known example of a strategic narrative. Commissioned by Augustus, it was created to give the Roman empire a shared sense of past and future, pride as well as perspective. And what perfect coincidence that its route resembles a W …