Many brands are built on a single belief that "claims" superiority in a crowded marketplace. Managing expectations is the practice of communicating information to prevent gaps between stakeholder perceptions and business realities. The theory of strategic narrative are tools that actors employ to promote their interests, values, and aspirations. Inaccurate stakeholder assumptions can result in failures and perceptions of failure. When working with brands I think strategic narratives should define "who we are" and "what kind of world order we want."