The Narrative World

We live in a world made up of stories. Some fabricated. Some true. But for the most part, we as consumers love the story that comes with the brands we love. Now we have a problem. Every story is beginning to sound the same.
We ran into this recently at the Austin Game Conference. The whole push was developing a narrative that was believable. When over 80% of your games out there have to do with fantasy, we have a problem. Why fantasy? Well, maybe because half of us out there wish we were somewhere else fighting elves and orcs? We don't know.
So how does this involve branding? The key to your whole brand is the brand narrative that's behind it. What story is being developed? Is it being developed by the firm or by the end user?
The consumer wants to identify with the narrative in a way that it impacts their life in a positive way. A positive experience with the brand equals promotion. A positive experience allows the consumer to become an advocate of your brand. Now how does revolve around fantasy?
Fantasy is getting old. Gamers are looking for a new experience in the virtual world. Consumers are looking for a better narrative in the world of brands that they live with. Connectivity with narrative is the approach that every graphic design firm, advertising firm, branding house, web design shop, and so forth should try to achieve.
Developing the story is the power of the brand. The brand encapsulates the story and helps present the story in such a way that the user, or consumer, has no choice but to talk about it and share it with their friends. You achieve that, you have brands that become legends.