This paper gives a structured review of narratives in both the organisational and branding literature. It shows, that comparing and contrasting the two branches of the narratives literatures has been neglected. This study identifies similar dimensions in brand and organisational narratives, such as nature, origin, function and focus. It also identifies five additional dimensions in brand literature such as connection, actor, relationship, value and frame of reference. These have been insufficiently considered to date.
In the second part of the paper the findings from the literature are compared to a case study that has included about 20 stories. The field research on 20 narratives that were conducted in a larger study show at least some of these additional dimensions that can be taken into account in relation to brand narratives. Among actors and types of stories three meta-themes have emerged: the Enfant Terrible, Avant-garde and Family Cocoon.