How does story relate to brand? How might a brand use narrative to disrupt a crowded, established marketplace?

American political parties are some of the most story-driven brands in the world. According to one of the PEW surveys I referenced in creating this project, Americans change religions more often than they change political parties. The different stories that the parties tell about the same events are key to the values they project and the brand promises they make. 

Story (and insider vocabulary) group-reinforcing behaviors are used and amplified by the parties themselves--but a record high of Americans say that there needs to be a third party, and many of them also say they don't feel their priorities and the issues they care about are served by either the Democratic or Republican parties as they exist now. 

So what might a new political party look like? How might its rhetoric and its visual language compare and contrast with existing political design? What might it focus on, and how can it use story and innovation to reach its intended audience, build brand trust, and create a sense of belonging? Are there existing social movements that embody ideals and outcomes that might be relevant?