{"id":1681,"date":"2022-01-19T11:10:00","date_gmt":"2022-01-19T10:10:00","guid":{"rendered":"https:\/\/thebrandproject.com\/?p=1681"},"modified":"2023-03-07T10:37:50","modified_gmt":"2023-03-07T09:37:50","slug":"the-quest-for-a-core-narrative","status":"publish","type":"post","link":"https:\/\/thebrandproject.com\/no\/the-quest-for-a-core-narrative\/","title":{"rendered":"The quest for a core narrative"},"content":{"rendered":"\n<section class=\"block post-intro      first\">\n\n<div class=\"wrapper grid-12 \">\n    <div class=\"img-wrapper fade-me \">\n        <img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1253\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-scaled.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-scaled.jpg 2048w, https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-720x441.jpg 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-1280x783.jpg 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-768x470.jpg 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-1536x940.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/>             <\/div>\n\n     <div class=\"title fade-me\">\n        The quest for a core narrative     <\/div>\n\n    <div class=\"excerpt fade-me\">\n        \u201cWe need a new narrative\u201d is not uncommon to hear in executive meetings. It\u2019s no longer enough to say \u201cwe make great shoes\u201d. Nowadays it\u2019s too easy for a story to become generic or outdated. It must inspire, excite, attract, and engage. And it needs to be unique. To your brand alone. And so &#8211; in comes the core narrative. A strategic, and fundamental story that defines your brand.     <\/div>\n\n     \n<\/div>\n\n\n\n<style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.small .svg-wrapper,.svg-animation.small .wrapper-noanimate{height:3.5625rem}.svg-animation.small .svg-wrapper svg,.svg-animation.small .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.large .svg-wrapper{height:117px!important}.svg-animation.medium .svg-wrapper{height:200px!important}.svg-animation.small .svg-wrapper{height:48px!important}section.post-intro .wrapper .title{-webkit-box-ordinal-group:2;-ms-flex-order:1;order:1;padding-top:12.5rem;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro .wrapper .img-wrapper{position:relative;-webkit-box-ordinal-group:3;-ms-flex-order:2;order:2;-ms-grid-column:2;-ms-grid-column-span:10;grid-column:2\/12}section.post-intro .wrapper .img-wrapper img{height:auto}section.post-intro .wrapper .excerpt{-webkit-box-ordinal-group:4;-ms-flex-order:3;order:3;-ms-grid-column:2;-ms-grid-column-span:8;grid-column:2\/10;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}section.post-intro .wrapper.aligngrid .title{-ms-grid-column:1;-ms-grid-column-span:8;grid-column:1\/9}section.post-intro .wrapper.aligngrid .excerpt{-ms-grid-column:1;-ms-grid-column-span:8;grid-column:1\/9}section.post-intro .wrapper.aligngrid .border{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;height:1px;background-color:black;width:100%;display:block;-webkit-box-ordinal-group:5;-ms-flex-order:4;order:4;margin-top:1.875rem}@media screen and (max-width:63.6875em){section.post-intro .wrapper.aligngrid .title{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper.aligngrid .border{margin-top:0}}section.post-intro.work .wrapper .img-wrapper{position:absolute;width:100%;height:60vh;z-index:-1;left:0px;-webkit-box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12);box-shadow:0px 2px 42px 0px rgba(0,0,0,0.12)}section.post-intro.work .wrapper .img-wrapper img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover}section.post-intro.work .wrapper .img-wrapper .logo{position:absolute;bottom:3.125rem;left:6.25rem;max-width:15rem;max-height:6.25rem;width:auto;height:auto;-webkit-box-shadow:none;box-shadow:none}section.post-intro.work .wrapper .title{padding-top:70vh;-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirbold,sans-serif;font-size:5rem;line-height:5.6875rem;overflow:visible;font-weight:900;margin-bottom:1.25rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .title{font-size:2.375rem;line-height:2.6875rem}}section.post-intro.work .wrapper .excerpt{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11;font-family:avenirreg,sans-serif;font-size:1.5625rem;line-height:2.125rem;font-weight:400;overflow:visible;margin-bottom:1.875rem}@media screen and (max-width:47.9375em){section.post-intro.work .wrapper .excerpt{font-size:1.125rem;line-height:1.5rem}}@media screen and (max-width:63.6875em){section.post-intro .wrapper .title{padding-top:8.75rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10}section.post-intro .wrapper .img-wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.post-intro .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;margin-top:0.75rem}section.post-intro.work .wrapper .img-wrapper{height:50vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:3.75rem}section.post-intro.work .wrapper .title{padding-top:55vh;-ms-grid-column:1;-ms-grid-column-span:10;grid-column:1\/11;font-size:4.125rem;line-height:4.9375rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:1.125rem;line-height:1.8125rem;margin-top:0}}@media screen and (max-width:47.9375em){section.post-intro .wrapper .title{padding-top:6.875rem;-ms-grid-column:1;-ms-grid-column-span:9;grid-column:1\/10;font-size:2.5rem;line-height:2.8125rem;grid-column:1\/13}section.post-intro .wrapper .excerpt{margin-top:0;font-size:1.125rem;line-height:1.75rem}section.post-intro.work .wrapper .img-wrapper{height:70vh}section.post-intro.work .wrapper .img-wrapper .logo{bottom:1rem;left:1.25rem}section.post-intro.work .wrapper .title{padding-top:75vh;-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-size:2.5rem;line-height:2.8125rem;margin-bottom:0}section.post-intro.work .wrapper .excerpt{line-height:1.375rem}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block content   post\" > \n    \n     \n\n   \n   <div class=\"grid-12\">\n\n    <div class=\"wrapper fade-me  \">\n        \n        \n        <div class=\"content \">\n            <h5><strong>The foundation<\/strong><\/h5>\n<div>\n<p>First, let us tell you a story about how we got into this business of helping great brands tell their story on a more strategic level. The one story that summarizes everything a brand stands for, what it means, why it exists, and most importantly \u2014 why it does what it does.<\/p>\n<p>A while ago, at a board meeting of a large multinational corporation we were challenged that the brand strategy seemed a little bit too ambitious, too far from the current brand, and not relatable enough. Very hard words after six months of strategic branding efforts.<\/p>\n<p>We addressed the challenge by developing a story \u2014 while we were in that very meeting. A story that had all the elements of the\u201cdifficult\u201d brand strategy mixed with future ambitions, historical facts and a very emotional conclusion. We chose to deliver this very story, as a short speech in this meeting. It was raw, unfinished, based on a defensive position, but it was real, and tangible. And guess what happened, the brand strategy was approved.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1326\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Core_Narrative_image-720x570.png\" alt=\"\" width=\"720\" height=\"570\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Core_Narrative_image-720x570.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Core_Narrative_image-768x608.png 768w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Core_Narrative_image.png 1071w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/p>\n<\/div>\n<h5><strong>The creation<\/strong><\/h5>\n<div>\n<p>Creating a core narrative is not a simple task, the copy has to adhere to a few key elements and dimensions that in return \u2014 need to be in place within the organization. Obviously, and you guessed it, we are talking about the brand strategy. The core of your DNA, the brand essence of your endeavours.<\/p>\n<p>Imagine you had to chose a story that reflects on your life, motivates people to become your friends and generally creates trust and liking towards you as a human being. Add a few unique skills in the mix and certainly, you would want that narrative to be very very good. There is no difference for any brand \u2014 we all need stories we can believe in, identify ourselves with, and get motivated by. We also need them to rationalize our emotional behaviour towards a brand, may that be an employer, a partner or a product we are using.<\/p>\n<div class=\"x-col e7263-23 m5lr-a m5lr-c text-button-section\">\n<div class=\"x-text e7263-24 m5lr-f m5lr-g m5lr-h m5lr-m headline\">\n<h5 id=\"1-define-roles-dependencies-and-ownership\"><strong>The content<\/strong><\/h5>\n<\/div>\n<div class=\"x-text e7263-25 m5lr-g m5lr-h m5lr-j m5lr-l mobile-font-size\">\n<p>Assuming you know your language, tone of voice, brand essence and your internal and external target groups, a proper core narrative should contain:<\/p>\n<ul>\n<li>Transparency &amp; History<\/li>\n<li>Ambitions and purpose<\/li>\n<li>Mission &amp; Value Proposition<\/li>\n<li>Cultural definitions and language<\/li>\n<li>Value perceptions and personality<\/li>\n<li>Engaging, daring and caring<\/li>\n<li>Reasons why readers, customers, talent should engage with you<\/li>\n<li>A reason to join your tribe<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Of course, narratives can change, they are just as brands today \u2014 liquid \u2014 they need to be able to flow, change when the company transforms, when the market moves, when cultures evolve.Not sure what liquid brands are? Read <em><a href=\"http:\/\/www.martyneumeier.com\/the-brand-flip\/\">Marty Neumeiers Brand Flip<\/a>.<\/em><\/p>\n<p>However, establishing the core, the very center of your story, will create a compelling basis for your brand \u2014 and when it is done right, for a very long time.<\/p>\n<\/div>\n<\/div>\n<div class=\"x-col e7263-26 m5lr-a m5lr-c text-button-section\">\n<div class=\"x-text e7263-27 m5lr-f m5lr-g m5lr-m m5lr-n headline\"><\/div>\n<div class=\"x-text e7263-28 m5lr-g m5lr-h m5lr-j m5lr-l mobile-font-size\">\n<h5><strong>Using the core narrative<\/strong><\/h5>\n<\/div>\n<\/div>\n<div class=\"x-col e7263-29 m5lr-a m5lr-c text-button-section\">\n<div class=\"x-text e7263-31 m5lr-g m5lr-h m5lr-j m5lr-l mobile-font-size\">\n<p>Having a compelling core narrative will enable your organisation and communication. When in place, it can be one of the strongest and most versatile assets of your brand.<\/p>\n<p>Elements of the narrative are derived from the strategic brand platform, and can be used in boiler platers, in general advertising, digital communications and your overall strategy. Because of how it visualizes parts of your brand strategy, it can also be a useful tool for marketing and communication agencies to understand who you are. In short, your core story forms the base of your brand\u2019s actions internally and externally.<\/p>\n<p>Just make sure it\u2019s yours alone.<\/p>\n<\/div>\n<\/div>\n<\/div>\n                                <br>\n                    <a class=\"button\" href=\"https:\/\/thebrandproject.no\/kontakt\/\" target=\"_self\">P\u00e5 tide \u00e5 snakke om deg? Ta kontakt.                    \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                <br><br>\n                    <\/div>\n\n        \n                    <div class=\"published\">\n                Published <br >\n                19. januar 2022            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.title{width:100%;float:left;font-family:avenirreg,sans-serif;font-size:3.125rem;line-height:3.625rem;font-weight:400;overflow:visible;margin-bottom:0.5em;overflow:visible}@media screen and (max-width:47.9375em){section.content .wrapper.split .title{font-size:1.5625rem;line-height:2.1875rem}}section.content .wrapper.split .content{overflow:visible;width:60%;float:left;padding-right:30px}section.content .wrapper.split .right{width:38%;float:right}section.content .wrapper.split .right ul{padding-left:35px}section.content .wrapper.split .right ul li{font-family:avenirreg,sans-serif;font-size:1.125rem;line-height:1.5rem;line-height:1.8rem;padding:0.125rem 0;overflow:visible;list-style-type:none}section.content .wrapper.split .right ul li:before{content:\"\";width:20px;height:20px;border:1px solid black;display:block;float:left;margin-right:0.625rem;margin-top:2px;margin-left:-35px}@media screen and (max-width:63.6875em){section.content .wrapper.split .right ul 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h5{margin-bottom:0.2em}section.content.post .wrapper .published{font-size:0.875rem;line-height:1.25rem;margin:2.5rem 0 0 0}@media screen and (max-width:63.6875em){section.content.post{border-bottom:none}section.content.post .grid-12{border-bottom:none;margin-bottom:none}section.content.post .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;border-bottom:1px solid black}}section.content.work .wrapper{-ms-grid-column:3;-ms-grid-column-span:8;grid-column:3\/11}@media screen and (max-width:63.6875em){section.content.work .wrapper{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}}<\/style><\/section>\n\n\n\n\n\n<section class=\"block posts \">\n\n     \n\n    <div class=\"svg-animation bottom small\">     \n    <div class=\"wrapper-noanimate\" style=\"background-image:url(\n               https:\/\/thebrandproject.com\/wp-content\/uploads\/smallblack.svg                );\">\n    <\/div>\n<\/div>\n\n    <div class=\"wrapper grid-12 \">\n\n    \n   \n    \n    <div class=\"grid-2 grid-s-1 cg-0 rg-40 rg-s-20 inner\" id=\"load-posts\" data-ppp=\"10\" data-post-type=\"post\">\n\n                <div class=\"item\"  data-id=\"1676\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" srcset=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand.png 1280w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-720x405.png 720w, https:\/\/thebrandproject.com\/wp-content\/uploads\/Rethink_revise_rebrand-768x432.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Rebranding &#8211; en strategisk vurdering<\/a><\/h3>\n            <p>Rebranding er et kraftig strategisk verkt\u00f8y for \u00e5 reposisjonere et selskap eller sette til livs en ny retning. Her kommer noen do\u2019s og dont\u2019s, og hva som er viktig \u00e5 vurdere f\u00f8r du tar med beslutningen inn til styrerommet. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/vurdering-av-en-rebrand\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n                <div class=\"item\"  data-id=\"1679\">\n            <div class=\"img-wrapper\">\n                <a href=\"https:\/\/thebrandproject.com\/no\/arketype\/\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"240\" src=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/archetype.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" \/>                <\/a>\n            <\/div>\n            <h3><a href=\"https:\/\/thebrandproject.com\/no\/arketype\/\">Arketypen bestemmer posisjonen<\/a><\/h3>\n            <p>Vi som mennesker lever ikke i en objektiv og faktuell verden &#8211; spesielt ikke n\u00e5r det kommer til v\u00e5re tanker og f\u00f8lelser.  Noen ganger kommer man over mennesker (og merkevarer) man f\u00f8ler en kobling med. En tiltrekning det er vanskelig \u00e5 sette fingeren p\u00e5 &#8211; som om vi kjenner dem fra f\u00f8r. Hva er det som tiltrekker oss disse? Hvorfor inviterer vi dem inn i v\u00e5re liv og blir lojale mot de? En av grunnene er arketyper. <\/p>\n            <a class=\"readmore\" href=\"https:\/\/thebrandproject.com\/no\/arketype\/\">Les hele historien <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg> <\/a>\n        <\/div>\n              \n    <\/div>\n        \n\n\n            <div class=\"grid jc archivelink\">\n            <a href=\"https:\/\/thebrandproject.no\/innsikt\/\"><span>G\u00e5 til innsikt<\/span><?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"22px\" height=\"21px\" viewBox=\"0 0 22 21\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"TBP-Home-Desktop-Jan-2022\" transform=\"translate(-912.000000, -3779.000000)\" stroke=\"#000000\">\n            <g id=\"Group-6\" transform=\"translate(180.000000, 3260.000000)\">\n                <g id=\"Group-3\" transform=\"translate(580.000000, 519.750000)\">\n                    <path d=\"M152.75,10.1234568 L162.75,20 L172.75,10.1234568 M162.75,4.08562073e-14 L162.75,19.7530864\" id=\"Combined-Shape\" transform=\"translate(162.750000, 10.000000) rotate(-90.000000) translate(-162.750000, -10.000000) \"><\/path>\n                <\/g>\n            <\/g>\n        <\/g>\n    <\/g>\n<\/svg><\/a>\n        <\/div>\n    \n   \n\n    \n    <\/div>\n\n    <style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper svg{position:absolute;bottom:0px;-webkit-transition:all 3s ease;transition:all 3s ease;right:0px}.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}@media screen and (max-width:47.9375em){.svg-animation.large .svg-wrapper,.svg-animation.large .wrapper-noanimate{height:117px}}.svg-animation.medium .svg-wrapper,.svg-animation.medium .wrapper-noanimate{height:12.5rem}.svg-animation.medium .svg-wrapper svg,.svg-animation.medium .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.small .svg-wrapper,.svg-animation.small .wrapper-noanimate{height:3.5625rem}.svg-animation.small .svg-wrapper svg,.svg-animation.small .wrapper-noanimate svg{-webkit-transition:all 2s ease;transition:all 2s ease}.svg-animation.large .svg-wrapper{height:117px!important}.svg-animation.medium .svg-wrapper{height:200px!important}.svg-animation.small .svg-wrapper{height:48px!important}section.posts{padding-top:11.25rem;padding-bottom:6.25rem;position:relative}@media screen and (max-width:47.9375em){section.posts{padding-bottom:4.375rem}}section.posts 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3.75rem}}@media screen and (max-width:47.9375em){.post-template-default section.posts{padding:2.5rem 1.25rem 6.25rem 1.25rem}}<\/style><\/section>\n\n\n\n<section class=\"block quote negative darkbg\">\n\n     \n\n\n\n    <div class=\"grid side-padding ac inner\">\n        <div class=\"wrapper grid-12\">\n            <h2>N\u00e5r kunder, ansatte og markedet har en sterk relasjon til merkevaren, vil den drive vekst og definere grunnlaget for langsiktig suksess.<\/h2>                            <a href=\"https:\/\/thebrandproject.no\/ekspertise\/\" target=\"_self\">DETTE ER HVA VI GJ\u00d8R \n                \n                                    <?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<svg width=\"62px\" height=\"62px\" viewBox=\"0 0 62 62\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\">\n    <title>Combined Shape<\/title>\n    <g id=\"Finalz\" stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\">\n        <g id=\"Hover-effects\" transform=\"translate(-44.000000, -232.000000)\" stroke=\"#000000\" stroke-width=\"2\">\n            <path d=\"M45,262 L75,292 L105,262 M75,232 L75,292\" id=\"Combined-Shape\" transform=\"translate(75.000000, 262.000000) rotate(-360.000000) translate(-75.000000, -262.000000) \"><\/path>\n        <\/g>\n    <\/g>\n<\/svg>                                <\/a>\n                    <\/div>\n    <\/div>\n\n    <style>.svg-animation{position:absolute;bottom:0px;right:0px;z-index:0;width:100%;display:block}.svg-animation.bottom{left:0px;right:auto;bottom:0px;top:auto}.svg-animation.top{right:0px;top:-1px;bottom:auto}.svg-animation .wrapper-noanimate{position:relative;display:block;overflow:hidden;width:100%;background-repeat:repeat-x}.svg-animation .wrapper-noanimate svg{position:absolute;bottom:0px;right:0px}.svg-animation .svg-wrapper{position:relative;display:block;overflow:hidden;width:1440px}.svg-animation .svg-wrapper 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.svg-wrapper{height:48px!important}section.quote{height:100vh;min-height:62.5rem;position:relative}@media screen and (max-width:63.6875em){section.quote{min-height:50rem}}@media screen and (max-width:47.9375em){section.quote{min-height:25rem}}section.quote .inner{height:100vh;min-height:62.5rem}section.quote .inner .wrapper{padding:0px}section.quote .inner h2{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;font-family:avenirreg,sans-serif;font-size:3.4375rem;line-height:4.625rem;font-weight:400;overflow:visible;letter-spacing:0.42px}@media screen and (max-width:47.9375em){section.quote .inner h2{font-size:1.5625rem;line-height:2.1875rem}}section.quote .inner a{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13;text-align:center;margin-top:6.25rem;text-decoration:none;color:black;position:relative;overflow:visible;font-family:avenirbold,sans-serif;font-size:0.9375rem;line-height:1.125rem;letter-spacing:1.6;text-transform:uppercase;text-align:left;-webkit-transition:all 0.5s ease;transition:all 0.5s ease}section.quote .inner a svg{-webkit-transform:rotate(-90deg);transform:rotate(-90deg);width:2.5rem;height:2.5rem;position:absolute;top:-0.875rem;margin-left:1.25rem}section.quote .inner a svg g{stroke-width:3}section.quote .inner a:hover{opacity:0.5}@media screen and (max-width:63.6875em){section.quote .inner{min-height:50rem}section.quote .inner h2{-ms-grid-column:2;-ms-grid-column-span:10;grid-column:2\/12}}@media screen and (max-width:47.9375em){section.quote .inner{min-height:25rem}section.quote .inner h2{-ms-grid-column:1;-ms-grid-column-span:12;grid-column:1\/13}section.quote .inner a{text-align:left;margin-top:2.5rem}section.quote .inner a svg{width:1.25rem;height:1.25rem;top:-0.125rem}section.quote .inner a svg g{stroke-width:8}}section.quote.negative{background-color:black}section.quote.negative .inner{color:white}section.quote.negative .inner a{color:white}section.quote.negative .inner a svg g{stroke:white}<\/style><\/section>","protected":false},"excerpt":{"rendered":"<p>\u201cWe need a new narrative\u201d is not uncommon to hear in executive meetings. It\u2019s no longer enough to say \u201cwe make great shoes\u201d. Nowadays it\u2019s too easy for a story to become generic or outdated. It must inspire, excite, attract, and engage. And it needs to be unique. To your brand alone. And so &#8211; in comes the core narrative. A strategic, and fundamental story that defines your brand.<\/p>\n","protected":false},"author":8,"featured_media":1309,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-no"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The quest for a core narrative | The Brand Project<\/title>\n<meta name=\"description\" content=\"The one story that summarizes everything a brand stands for, what it means, why it exists, and most importantly \u2014 why it does what it does.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thebrandproject.com\/the-quest-for-a-core-narrative\/\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The quest for a core narrative | The Brand Project\" \/>\n<meta property=\"og:description\" content=\"The one story that summarizes everything a brand stands for, what it means, why it exists, and most importantly \u2014 why it does what it does.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thebrandproject.com\/the-quest-for-a-core-narrative\/\" \/>\n<meta property=\"og:site_name\" content=\"The Brand Project\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-19T10:10:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-07T09:37:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thebrandproject.com\/wp-content\/uploads\/pexels-suzy-hazelwood-1995842-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" 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