Regarding the format of the basic narrative, we work with a basic format of 200 words as the linguistic essence, which – based on a fixed model (the ‘wheel’) – brings together the identity, culture, mission/vision and market demands. This includes a clear target, a number of prioritized themes, and some concrete examples. In addition, design are tailored to the customer’s needs.

The basic narrative also includes suggestions on how the linguistic essence can be translated into concrete products and services (what we do), specific marketing (messages and media), and aesthetics (logo, design, aesthetics, etc.) as part of the overall reporting.

The basic narrative is typically produced in a collaborative process with the customer and selected stakeholders, including (1) analysis, (2) innovation (including the use of workshops), (3) production of the basic narrative, and (4) launch/implementation.