Brand values presented exclusively as a declaration are not more than just words, abstractions that are appealing on to the mind.

Therefore, when working on brand identity, we refer to the morphology of the folk tale of Russian literature expert Vladimir Propp.

Presenting brand values in the form of an appealing story provides them with the proper perspective and a human dimension. Only then can the values become meaningful in everyday life, appeal to the mind and emotions and enable consumers to relate to the values and attach to the brand and its attitude.

The method is used by such brands as Harley Davidson (a story of freedom), Apple (a story of creative diversity) or Lego (a story of development through creative play).