Living in a world of one-touch seamless experiences is misguiding us and makes us feel falsely comfortable and short-sighted. Purpose-driven brand narratives of authentic brands can help us detect inauthentic brands, by consistently pointing out contradictory beliefs, ideas and values. Brands have become another unifying universal order, after monetary, political and religious ones.

1. The opportunity for human narratives to ensure
our sustainability

4. Story

5. Convenience or Flourishing?

6. “What is it that makes
humans human?”
Kate O’Neill, Tech Humanist

7. Humans seek meaning

8. Humans seek purpose

9. Sign Symbol
Reminder of personal faith
Identification with a sect
Stands for something else
Can have different meanings
Meaning(s) Deeper meaning(s)

11. “Human beings strive for internal
psychological consistency to function
mentally in the real world.”
Leon Festinger, social psychologist

12. When things don’t add up, something does not feel
right
Our brains unconsciously scan for contrast and
inconsistencies in the information being
interpreted.
Mismatch of signals releases cortisol, making us
stressed and warning us to hold back.

18. Why is it important?
Because we live in a world of one-touch seamless
omnichannel experiences that’s misguiding us by
making us feel falsely comfortable and short sighted.

19. By the year 2021, there will be 3,000 cashier-less
Amazon Go convenience stores

20. • Human
• Purpose-led
• Empathetic
• Symbolic
• Aligned
• Absurd
• Proposition-led
• Apathetic
• Sign heavy
• Contradictory
What a brand narrative
should be
What a brand narrative
often is

21. Carmen Busquets Livia Firth

22. Patagonia: “We are out to change the industry”

23. Tilting the balance in favor of sustainable brands
Purpose driven narratives of authentic brands have the power to amplify
cognitive dissonance in flaky ones by consistently pointing out
contradictory beliefs, ideas and values.

24. Basic human and business truth
Before you can even begin to push your business model onto
consumers, you first have to understand their model of
reality.

25. The Triple Bottom Line approach
Eudaemonia
Meaning
Purpose

27. Brand narratives becoming another unifying universal order
Homo Sapiens, Yuval Noah Harari
Monetary Political Religious
Cowry shells Cyrus the Great Believers

28. Homo Sapiens, Yuval Noah Harari
Monetary Political Religious Sustainable
Cowry shells Cyrus the Great Believers Good brands
Brand narratives becoming another unifying universal order

29. "Our lives begin to end the
day we become silent about
things that matter.”
Dr. Martin Luther King Jr.

31. Books for ‘good’

32. Thank you.
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