Gene 02 · The Genome · was Brand Storytelling
Narrative
how you spread
The replication gene — the story that copies itself into minds.
Fig. A — Functionwhat this gene does
What narrative is
A brand survives by reproducing. Narrative is the organ that does it: the story engineered to be retold, to travel from one person to the next without you in the room. It is the part of the brand that reproduces — and a brand that can't be repeated can't spread.
Fig. B — Allelechoosing the right version
The allele you have to choose
The wrong version is a story that sits in a deck and impresses a committee. The right version is built to move: simple enough to repeat, sharp enough to stick, and true enough to survive contact with the people carrying it. Story is reproduction — design it to reproduce.
Fig. C — Expressed in the library3 specimens
Where we selected for narrative
Companies whose sequenced work expressed this gene:
Fig. D — Expand the sequencefrom the journal