Abstract:

Narrative psychotherapy has been around since the 1970s-1980s, helping people identify their resources and create new narratives about themselves, to better confront whatever problems they face. And, interestingly enough, this is a need that brands also have. What can we learn and borrow from narrative psychology to help brands find their alternative stories? And can we do all this while also re-cycling some of the old research as a canvas for all the narratives of the brand? The other half of the presentation is less storytelling and more work – work on mining extensively and indiscriminatingly, and then looking to separate dominant story data from alternative story data. It may seem hard, tedious work but fortunately we will be providing the right tools inspired by narrative interventions in couples’ therapy, to make it both interesting and most importantly, not in vain.