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Randall Ringer and Michael Thibodeau see narrative branding as based on deep metaphors that connect to people's memories, associations, and stories. Briefly describe their framework for a brand story.

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Narrative branding is based on the approach of story-telling and it has been used by companies such as McDonald’s to create effective brands. It is a new concept compared to the traditional methods of brand positioning. Narrative branding provides ways...
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