brand narratives upload

Brand Narra-tives

What is a

Brand Narrative ?

“ ”A story

Media Fragmenta-tion

Social Connectivity+=Consumers’ role

in defining brands

What is a

Brand Narrative ?

shared between people

as they gather around a brand“A story

”

Brand Storytelling

• What the brand says to explain itself

• A story with a beginning and an end

Brand Narratives

• What customers say about the brand

• Stories that do not end

Beyond Storytelling :Narrative Brand Marketing

Brand Storytelling

MOLESKINE

Moleskine is the legendary notebook used be Euro-pean artists and thinkers for the past two cen-turies, from Van Gogh to Picasso, from Ernest Hemingway to Bruce Chatwin...

Brand Narratives

MOLESKINE

...I found my first Moleskine at an art gallery in Sydney, Australia, in 2002. When that book was filled, I tried to find a replace-ment in Toronto, but had no luck. When I found a store in New York that stocked them, I was so worried I might never find them again I bought eight.

Narrative Brand Market-ing

...To succeed in

1 ) Be Simple.

2 ) Be Consistent.

McDonald’s

“i’m lovin’ it™” world-wide brand campaign(2003-)

Narrative Brand Market-ing

...To succeed in

3 ) Emotionally En-

gage.#McDStoriesTwitter promotion (Jan 18, 2012)

McDonald’s

Narrative Brand Market-ing

...To succeed in

3 ) Emotionally En-

gage.

Narrative Brand Market-ing

...To succeed in

3 ) Emotionally En-

gage.4 ) Reach for multiple media

channels.

• Brand Narrative, “Why Stories Matter”, http://brandnarrative.com/why.html accessed Feb 3, 2012

• Sean Wood, “Beyond Storytelling: Narrative Brand Marketing”, Feb 2, 2012 http://freeworldmedia.com/blog/beyond-storytelling-narrative-brand-marketing/ accessed Feb 3, 2012

• Tara Hunt, The Power of social Networking, Chapter 7: Be Notable: Eleven Ways to Create Amazing Customer Experiences

• DDB, “Brand Narratives: Positioning in the time of Media Fragmentation”, The Yellow Papers Series http://www.ddb.com/pdf/yellowpapers/DDB_YP_BrandNarratives_0108.pdf ac-cessed Feb 4, 2012

• McDonald’s Corporation, ”McDONALD’S® UNVEILS “i’m lovin’ it™” WORLD-WIDE BRAND CAMPAIGN”, http://mcdepk.com/imlovinit/downloads/ili_lead_release.pdf accessed Feb 3, 2012

• Ana Vasile, “Glee: the music at the center of a multi-platform story”,

http://www.transmedialab.org/en/case-study/glee-the-music-at-the-center-of-a-multi-platform-story/ accessed Feb 4, 2012

References