On a search for virtuoso forms of articulation of brands, the basic idea of the narrative is recast and a journey into new radical narrative structures is undertaken in essay form. In an era of over-communication, brands have to face radical new realities and shape their identities in multi-polar manners. Spontaneously forming and iterative narrations can take on this task. This is the idea behind Neo-narratives. On a search for virtuoso forms of articulation of brands, the basic idea of the narrative is recast and a journey into new radical narrative structures is undertaken in essay form. Text in English and German. AUTHOR: Wolf-Eike Galle is a creative and cultural scientist. As creative director he has accompanied international and national brands in their transformation processes since 2006. SELLING POINTS: . Including interviews with influential minds behind: Spotify, Cowboy Bikes, UNIMATIC, IKEA, Light Phone, Are
