When it comes to generating trust in a digital video environment, we frequently take into account factors such as appearance, setup, form, style, expertise, knowledge, and subject matter, which are all important elements. But none of these will work quite the way you expect them to if there is an ingredient missing from the equation. That ingredient is engagement.

Narrative is story-telling. Whether that story-telling is used to develop an individual’s sense of self https://en.wikipedia.org/wiki/Narrative_identity or a brand’s identity https://goo.gl/GvtYtU the role is the same. It provides a set of attributes: 

What if I were to tell you that everything you do can be improved upon by you? That you can learn to do everything better. Nothing can exist if the mind cannot think it. Because in order for us to actually see something, much less understand it, our brain has to understand the component parts that make it possible and then compute the way that they behave in relation to each other, everything that occurs within our heads is the result of semantic connections.

When there is sufficient contact between two or more entities, over time, what started out as a Deterrence Based Trust relationship that was carefully framed by boundaries and edged with potential punishment now becomes a more equitable and better balanced Knowledge Based Trust (KBT) one.

When branding is a myth that actually works a country is no different to a brand. Its reputation and perceived value combine to create the intersubjective space necessary for it to acquire power that extends beyond its true capabilities.