Brand fiction uses storytelling techniques to develop an emotional connection between consumers and a brand. It encourages long-term relationships by associating brand messages with real memories and positive emotions through fictional stories and characters. An original story can feature ideas or desires that relate to a brand's target audience. For example, consumers may want to experience the same emotions or visit the same places they read about. While storytelling can involve true stories of a brand, brand fiction presents subliminal brand concepts through fictional narratives to trigger emotional connections with the brand.