Marcus Wenner, Head of Planning at Prime, discusses the importance of a ’frame story’ in creating positive brand perceptions. A new paradigm for brands is emerging. In order to play a role in people's lives, brands must be able to connect to a bigger context. The most progressive marketers and brands are already seizing the opportunity in staking the perception of reality, through a frame story demonstrating how the brand creates value and meaning for consumers and society.
Today, it is no longer about positioning the brand in the right place on the market map. It is now time to re-position the map itself.