Brands That Tell Stories:
In the campaign “In Search of the Original”, Hicha Gallery, in collaboration with Baran Tower, launched a meaningful project aimed at introducing and promoting authentic Iranian art and local handicrafts. As part of this initiative, representatives of the gallery traveled to eight major cities across the country, carefully selecting exceptional local crafts to create unique artistic gifts for the owners and residents of Baran Tower. Each piece carried the narrative and cultural essence of its city, delivered to its recipients along with a certificate of authenticity and the story of its creator.
In today’s world, brands are no longer mere providers of goods and services; they have become cultural and social storytellers, shaping parts of the collective identity of communities. In this context, Corporate Social Responsibility (CSR) has evolved beyond a promotional tool or PR program—it is now an integral part of a brand’s identity architecture. Brands that seek a lasting place in the hearts and minds of their audience must create cultural and social value beyond economic worth.
The “In Search of the Original” campaign is a compelling example of this thoughtful approach—a strategic effort to connect a brand with the cultural and artistic layers of society. When a brand invests in such a project, it is effectively redefining itself in the public’s perception: a brand that values cultural heritage and social identity beyond mere financial interests. This is what branding literature refers to as Meaningful Branding—a brand that holds a place in people’s lives beyond consumption.
From a CSR perspective, this campaign embodies three key elements:
- Preservation and promotion of cultural heritage through authentic handicrafts
- Support for local economies and native artists in the target cities
- Creation of a genuine and culturally-rich experience for the brand’s audience
The third element is particularly strategic. In today’s experience-driven world, brands that endure are those that offer meaningful value and experiences rather than direct advertising. Presenting handicrafts alongside the artistic story of each city aligns perfectly with Storytelling Branding and the creation of a meaningful Brand Experience.
Ultimately, projects like this are not just about fulfilling social responsibility—they are investments in the intangible assets of a brand. A brand that narrates and sustains part of a community’s cultural identity will remain in the minds of its audience as a committed, culturally aware, and responsible brand.
Without a doubt, the winning brands of the future will be those that embed their social and cultural narratives deep within society. This campaign represents a smart and strategic step in that very direction.