Only the most iconic brands become part of our identity stories – the narratives we use to define who we are and who we want to become.
In this session, Jim White, Ph.D., president of RealityCheck Consulting, introduces Narrative Power, a new framework for understanding how brands shape and are shaped by consumer identity. Drawing on decades of psychological research on narrative identity, identity tension and self-brand connection, White shows how people use brands to fill identity gaps, express values and construct personal meaning.
Based on findings from the inaugural Narrative Power Index – a multicategory pilot study spanning nearly 50 brands across beverages, beauty, fitness, financial services and more – this talk reveals why the strongest brands don’t just do jobs or trigger emotions; they drive long-term brand value by becoming part of who people are.
Key takeaways:
1. What Narrative Power is and how it redefines brand strength.
2. How identity tension and self-brand connection drive key brand KPIs.
3. How to create, regain and sustain Narrative Power for your brand.
