Brand Narratives
A brand narrative means that you make the brand bigger than the product itself.
For example, during the 1950's Philip Morris decides to change the gender part on the Marlboro ad in order to attract and appeal more male audience instead of being "feminine". They use a cowboy because that represents the "American Frontier."
Also Google morphs and shapes their brand in order to attract more advertisers, people, and bloggers a like in order to keep going. They change their logos on the holidays and even events if possible.
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