The first is the big picture stuff, all about what makes you a relevant brand. This sets your place in the world. The second is how you are affected by today’s big issues and how you intend to make a difference, or how you set out to change the world. And the third is an ongoing narrative, the way you keep your brand on track and live up to your purpose. More simply, this demonstrates continual change and action, making sure that you stay relevant and can be empathetic.
Living the ongoing narrative is the way in which brands react to topical stories that prove having a genuine finger on the pulse, not a soulless behemoth simply paying lip service to problems in the world. Issue driven subjects create a richer dialogue and are often more tangible and relatable than things that are only about your brand. Social shifts – and your own evolving attitudes – will help you to identify where and how your story needs to adapt.
We say ‘adapt’ here because your basic story shouldn’t alter, it just must be able to flex. Stories aren’t static, especially as brands are constantly changing and growing with the times, economic realities and new trends, lifestyles, along with the big societal and cultural shifts.