A good narrative design is about branding and activation

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And with each passing campaign, it is more successful than the next. Their equality campaign, which has been going on for several years, is proof that people want to connect with Nike because of their story. Nike | Equality SoulCycle, too, has developed a narrative that allows them to be a high-end fitness experience that inspires people to not only connect with the brand but become addicted to the brand.


Those who have chosen to spend the money on a single class as opposed to a monthly loan phone number list gym membership are fanatics. They’re engaged, and the brand is more powerful because of it. Red Bull is known for being an energy drink that gives you “wings.” Those wings equal the ability to get involved in extreme sports. Their narrative has become focused on the sponsorship of extreme sports competitions and sharing stories of people who are out there, living life to the extreme.


In many instances, it’s a 60/40 split, though you have to decide the split that’s right for you based on where you are in the development of your brand. Think about it. When all is said and done, you need customers to keep coming back to you. The narrative allows you to establish allegiance and gain a strong footing in the industry.