"...people don't think in terms of information. They think in terms of narratives. But while people focus on the story itself, information comes along for the ride." (Berger, 181)Berger's "Story" concept is a collection of all of the five previous concepts. Putting social currency, triggers, emotions, public and practical value together in the form of a narrative to convey the message of the brand. Easier said than done!
As someone who loves stories and storytelling, I am the most drawn to this concept, however, I find the balance of incorporating all the previous concepts without making your story sound too "salesy" difficult. One benefit we do have at Pegasus Dance Studios is the power of dance itself. We can tell wonderful stories through the art form that we teach. One of our most watched videos is of a dance that tells a strong narrative story of living near water. It is a powerful dance piece because of it's narrative aspects.
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