Brand narrative is the central axis of a meaningful brand strategy. Traditional advertising stopped working (more than) a decade ago, and developing content around a brand is not a matter of saying something but saying something worth-saying. Increasingly unrelated to the products or service to promote, brand narratives or brand journalism are storytelling about a brand are meant to make visible its values, its imaginary, and idea of business. Advertising and basic branded content are over. In today's industry, a compelling brand narrative, involving and embracing the viewer, makes for a consistent, clear, and attractive strategy that creates consistency across a brand transmedia communication.