Brand narrative

A brand is a semiotic system where meanings are co-created through interactions among its representatives, customers, and everyone involved. This ongoing, adaptive conversation that endures as long as the brand exists, forms the brand narrative—
a blend of the brand’s distinct voice with the public’s echo, influenced by everyone engaged in it. Consider Adidas: from Dassler’s rubber-spiked athletic shoes to the revolutionary Samba, later a soccer fan essential, and Superstar sneakers embraced by the Hip-Hop movement—overtime, diverse societal groups collectively shaped Adidas’ narrative.