Ashraf Ramzy

Personal information

First name

Ashraf

Last name

Ramzy

Institutional affiliation

Since my MA in Narratology in 1988 I have applied Narratology in brand and communication strategy within large advertising agencies such as Publicis, TBWA and BBDO. Since 2001 I have established my own narrative consultancy: first Narrativity, since 2016 rebranded as MasterStory®. We consult organizations and their leadership in areas of Identity and Positioning.

Narratological interest

My particular interest in Narratology was the Hollywoodfilm. Why does the Hollywoodfilm resonate with a worldwide audience regardless of national culture, race, gender? The subject of my thesis was: what is the Story that Hollywood tells us and how is that Story told? This led me to the origins of Narratology; the Poetics of Aristotle up the modern "Poetics"; the Hollywood story consultants. It also led to a comparative analysis of the American Story versus the European Story, i.e The Success Story vs the Tragedy. In a nutshell I uncoverd the logic of the Successtory! To this day I am using and applying this knowledge and it captures the imagination of both international business and student audiences.

Country

Netherlands