The first measurement that tells you exactly how much control you have over your brand story on YouTube,TikTok, Instagram Reels and on the global video ecosystem. We measure who controls the narrative. We detect the risk. We design the recovery.
The Measurement
Narrative Dominance Index™ answers a question traditional metrics cannot:
Who really controls a brand's public narrative in video?
The Theory
Understanding how narratives compete, spread, and shape the world.
Every day, billions of videos, articles, posts, and conversations compete for one scarce resource: human attention. Yet only a few narratives achieve lasting influence.
Narrative Dominance Theory™ (NDT) explains why.
Unlike traditional metrics that focus only on popularity or sentiment, NDT demonstrates that narrative dominance emerges from the interaction of multiple measurable factors, including visibility, persistence, coherence, authority, amplification, and cross-platform reinforcement.
This theory is implemented through the Narrative Dominance Index™ (NDI™)—the first multidimensional framework designed to measure and compare the real influence of competing narratives over time.
Attention is finite—and therefore valuable.
Narratives continuously compete for that attention.
Dominance is multidimensional, not based on a single metric.
Narratives evolve over time.
Narrative influence can be measured objectively.
We believe the future belongs to organizations capable of understanding which narratives dominate, why they dominate, and how dominance changes over time.
NDI™ transforms complex digital conversations into measurable intelligence, enabling governments, brands, media organizations, researchers, and investors to make better strategic decisions based on narrative dynamics rather than intuition.
"Narratives do not become dominant because they are true. They become dominant because they achieve sustained cognitive, emotional, and social reinforcement across interconnected networks."
— Narrative Dominance Theory™
Success Case
Acapulco had recovered its tourism activity, but not its narrative dominance. Although positive conversation represented the majority of the analyzed sample, narratives related to security, extortion, and natural disasters continued to exert the greatest reputational impact.
Strategic Framework
The three-dimensional map of all narrative in video. The Cube locates any public conversation within a strategic space defined by three binary variables — generating eight possible narrative scenarios.
Interactive 3D Cube — NDI™ Axes
The Eight Scenarios
Each combination of Ownership, Story, and Traffic generates a distinct scenario. The goal is always to move toward Narrative Dominance — Brand · Positive · Controlled.
| Ownership | Story | Traffic | Scenario |
|---|---|---|---|
| Influencer | Negative | Viral | Narrative Disaster |
| Brand | Negative | Viral | Self-Inflicted Crisis |
| Influencer | Positive | Viral | Earned Advocacy |
| Brand | Positive | Viral | Narrative Victory |
| Influencer | Negative | Controlled | Contained Issue |
| Brand | Negative | Controlled | Minor Brand Error |
| Influencer | Positive | Controlled | Hidden Opportunity |
| Brand | Positive | Controlled | ★ Narrative Dominance |
Interpretation Scale
The NDI score maps directly to a recommended action. The lower the score, the more control the brand retains. Above 10, immediate crisis intervention is required.
Who We Serve
From Fortune 500 brands to public institutions, the NDI provides the measurement framework that precedes every narrative recovery effort.
The Path Forward
The NDI™ Cube doesn't just classify — it points the way. The strategic movement always goes in the same direction: toward brand ownership of its own narrative.
"Brands no longer compete only for market share. They compete for narrative share."
— Video Narrative Index™
Get in Touch
Ready to find out where your brand stands on the NDI™ scale? Send us a message and we'll get back to you.