If this concept has been on everyone’s lips for a few years, the brand’s discourse is much more than a trend: used effectively, it allows the creation of a genuine mythology – and those 5 brands understood that very well. The Next Door: Michel et Augustin Two childhood friends, a crazy story, some door-to-door… Michel.
Once upon a brand
How to make the story of a brand a fascinating tale? That is the stake of storytelling. Since the 1990s, narrative techniques as old as Homer have been applied to societies eager to enrich their discourse.