What: This narrative draws from the brand’s history, origins, or founding story to build trust and depth.

When: It is particularly powerful when authenticity and expertise are central to the brand.

Let’s go through few examples below to understand what this NC looks like.

80 years powering JBL

The ad traces JBL’s 80-year history, showcasing its presence from early “talkies” to legendary events like Woodstock and Live Aid

By showcasing this continuity and its role as a “silent partner” in music history, the brand builds credibility, trust, and depth

Nike

Goodyear

Very artistically done to bring out the brand legacy and heritage.

108 Years of Herman Miller in 108 Seconds

Just beautiful.

Audemars

This ad positions Audemars Piguet’s legacy not as a static past, but as a living, breathing continuum. By anchoring the narrative in Le Brassus and its rugged landscape, the ad ties the brand’s identity to its origins—suggesting that the same stubborn, independent spirit of its founders still shapes its craft today. The deliberate pacing, emphasis on time measured across billions of seconds, and the philosophy of “taking our sweet time” reinforce a heritage built on patience, mastery, and defiance of convention.

Here’s another one from the same brand. Same Narrative Choice. Different style.

Alright, hope you now understand what this particular Narrative Choice is all about. In the next communication material that you are working on, do you think there is a way to make the narrative about acknowledging / celebrating some heritage / legacy / origin (company’s or founder’s)? Give it a shot.

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