Finding new stories in old data

Date of publication: June 15, 2016

Abstract:

Narrative psychotherapy has been around since the 70s-80s, helping people identify their resources and create a new narrative about themselves, to better confront whatever problems they face. And, interestingly enough, this is a need also brands have. What can we learn and borrow from narrative psychology to help brands find their alternative stories? And can we do all these while also re-cycling some of the old research as a canvas for all the possible narratives of the brand?

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