Brand Narrative · Evolution · Component
The fixed parts
What will not change, decided before there is pressure to change it — because under pressure nothing turns out to be fixed.
The deliverable
What it is
Narratives evolve. Deciding in advance which parts are permanent is what allows them to evolve without becoming unrecognisable.
Made under pressure, this decision always resolves in favour of change, because the pressure is what prompted the question.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The permanent
Elements that will not change regardless.
3 attributes: Element · Reason · Fixed since
LearnThe movable
What may change as the organisation does.
3 attributes: Element · Change frequency · Can change
LearnThe authority
Who can authorise a change to a fixed part.
3 attributes: Authority · Process · Changes made
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Decide the fixed parts before there is pressure. Under pressure, the answer is always that nothing was fixed.
The other components in evolution
The change record
How the narrative has evolved, and what prompted each change — because someone will ask why the story is different now.
LearnThe continuity cost
What a change would spend in recognition, and what built it — because abandoning narrative equity is usually more expensive than the change it accompanies.
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