People and their stories, brands and their people
Since man first scratched a Sabre-toothed Tiger on the cave wall above his furs, mankind has been making sense of the world through stories.
They give us the meaning we need to survive. We understand who we are and what we’re doing because of stories. How we recognise right from wrong, learn from others’ mistakes and successes — stories are what implant the codes that lift us up or let us down from the cradle to the grave. And just as we all depend on stories externally, we all have our own stories developing internally as a result. This is life’s communicative symbiosis; how we think of the world, the grooves we carve out for ourselves while moving from situation to situation, day to day. These internal stories are our personality’s topography, they’re complex yes, but they also crucially connect the internal to the external.
Imagine the rails of a train track sprouting from your brain for example, they are unique in their construction but their ends are universal, linking our internal to a plethora of external stories: Our rails of resonance. These connections naturally occur and the subsequent flow of communication (our shared stories) travels through us forever. Think of story in branding as the signalling system that helps both the external and the internal find each other genuinely and completely. People connected to their stories and stories connected to their people.
