Narrative (design + Marketing)

Consumer brands have always harnessed the power of popular culture to create an emotional resonance with target consumers. This has now been taken to new highs with emphasis on narrative-based marketing. Narrative elevates the perceived joy of consumption from a fleeting moment into a sustained lifestyle. Narrative also taps into its target demographic's needs and desires, so by using narrative, brands signal to their consumers that they get them. If not for anything else, narrative-based marketing works because everyone loves a good story.

So how can this be deployed in property development and architecture? What is a more sustained consumption than that of people with everyday spaces like workplace and home? How can narrative guide how spaces are designed and how spaces are branded and marketed?