The brand generates value and higher performance in the markets, but not just that.
It motivates the organization and people, reassures stakeholders and investors, guides consumer expectations, consolidates customer loyalty, strengthens appeal to prospects, enables premium pricing, etc.
For this reason, it is necessary to think, plan and act a brand strategy, not only a strategy regarding the offer, product, sales, etc.
A brand strategy is essential in order not to end up crushed in the price competition.
A fundamental part of the brand strategy is its narration, to all stakeholders, i.e. the narrative strategy.
The question that follows is: how do you set up a brand narrative strategy? You need a clear, strong, and valid vision.
We took inspiration from the Wave model, developed by Alberto De Martini, a well-known Italian advertising executive and current CEO of Conic (for further information we suggest De Martini’s book that you can find in the reading reference below).