brand narratives upload

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Brand Narratives

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a presentation on brand narratives, from a social media marketing perspective.

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Page 1: Brand narratives upload

Brand Narra-tives

Page 2: Brand narratives upload

What is a

Brand Narrative ?

“ ”A story

Page 3: Brand narratives upload

Media Fragmenta-tion

Social Connectivity+=Consumers’ role

in defining brands

Page 4: Brand narratives upload

What is a

Brand Narrative ?

shared between people

as they gather around a brand“A story

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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

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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...

Page 7: Brand narratives upload

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.

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Narrative Brand Market-ing

...To succeed in

1 ) Be Simple.

2 ) Be Consistent.

McDonald’s

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

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Narrative Brand Market-ing

...To succeed in

3 ) Emotionally En-

gage.#McDStoriesTwitter promotion (Jan 18, 2012)

McDonald’s

Page 10: Brand narratives upload

Narrative Brand Market-ing

...To succeed in

3 ) Emotionally En-

gage.

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Narrative Brand Market-ing

...To succeed in

3 ) Emotionally En-

gage.4 ) Reach for multiple media

channels.

Page 12: Brand narratives upload

• 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