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This past Friday we announced our initiative Re:Culture in support of the arts and culture. Before we tell you more about it, let us give you the highlights:

  • As part of Re:Culture, one EU/EEA-based culture organization will get selected for a 12-week brand reinvention project. Five other applicants will receive a consultation session
  • The deadline to apply is July 26, 23:59 CET
  • To learn more and apply, visit our website

We are calling for applications from all public and private cultural institutions, cultural organizations, and/or platforms, art collectives, affected by the coronavirus crisis.

Ever since the coronavirus lockdown was put in place a few months ago, we at Fiction started asking ourselves “How can we help in these difficult times?”. It did not take long for us to answer this question. …

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It’s a tough period for us all.

COVID-19 is not only attacking our health, but it’s also disrupting the economy. Over a month, our lives, your employees’ lives and the lives of your customers, have changed dramatically.

From staying inside to working only at home, multiple difficulties come up. I myself am quite used to working often remotely. Yet as much as I like the stillness of my “home office”, nothing beats the richness of in-person conversations. Discussing a project with our team face-to-face or having lunch together just isn’t the same over Zoom.

But we know that health comes first. So for the past few weeks, the Fiction office has been closed and we’re all working from home currently. …

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Back in 1919, the art and architecture school Bauhaus was founded in Germany. Established in response to the Second Industrial Revolution, the academy later grew into a movement that dreamed of building a better world through the arts.

Today, we are living in the age of a new wave of industrialization. Oddly enough, a new philosophy using art for social change, similarly to Bauhaus, is picking up pace. Why are we seeing the same phenomenon arise again?

Our purpose-driven and human attention economy is also driving new challenges in culture consumption for the contemporary arts industry.

For cultural brands to remain relevant in the future, they will have to do more than just present exhibits. They will need to connect to larger purposes and people. …

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Game of Thrones, Harry Potter and Donald Trumps’ climate change-disputing tweets are just some of the biggest recent fictions that have gained millions of followers around the world.

And while politics and cinema are riding this fantasy wave, the branding industry has lately been obsessing with being authentic and truthful. Nothing wrong with that. Indeed, more power to companies that embrace authenticity and truth. Yet they are forgetting that telling and believing made-up stories is also part of the true human nature.

Why should brands use fiction? How could it work with facts in building brand narratives?

Truth be told

As brands nowadays strive to become more human-like by telling the facts, their storytelling is becoming less about the story and more about the…


Asparuh Georgiev

Twitter: @Asparuh_G

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