You know how it is when you open a bottle of perfume or a great sauce, the aroma escapes and you can vividly imagine the taste of it (well hopefully not if it’s perfume!), or you connect to that fragrance in some kind of meaningul way? Wouldn’t it be great if you could bottle a brand so that people are able to conjur a vivid picture in their minds that gives them a real flavour of the brand and makes them respond to it?

Over the last while we’ve been witnessing first hand the power of narrative. And I can tell you, it adds meaning to my job. Narrative gives you an opportunity to paint a vivid picture that appeals to both the heart and the mind. It allows you to express the personality of the organization and what it’s really, really like to work at, or interact with. It allows you to create the big picture context and show how everything and everyone fits into one, meaningul whole that is attractive and compelling.

A brand narrative, or vision narrative is an extremely powerful way for getting people fired up and focused.