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BrandNarratives
What is aBrand Narrative ?   “ ”  A story
Media Fragmentation+ Social Connectivity= Consumers’ role       in defining brands
What is aBrand Narrative ?“     A story shared between people                                              ”              ...
B   eyond Storytelling   :Narrative Brand MarketingBrand Storytelling                 Brand Narratives• What the brand say...
MOLESKINEBrand StorytellingMoleskine is the legendary notebook      used     be European artists and thinkers for the past...
MOLESKINE            Brand Narratives            ...I found my first Moleskine at an                 art gallery in Sydney...
McDonald’s1 ) Be Simple.                              “i’m lovin’ it™” worldwide                              brand campai...
McDonald’s3 ) Emotionally Engage.   #McDStories                          Twitter promotion (Jan 18, 2012)           ...To ...
3 ) Emotionally Engage.           ...To succeed in              Narrative Brand Marketing
3 ) Emotionally Engage.4 ) Reach for multiple media channels   .           ...To succeed in               Narrative Brand ...
References•   Brand Narrative, “Why Stories Matter”, http://brandnarrative.com/why.html    accessed Feb 3, 2012•   Sean Wo...
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Brand narratives upload

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

Published in: Business, Technology
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Transcript of "Brand narratives upload"

  1. 1. BrandNarratives
  2. 2. What is aBrand Narrative ? “ ” A story
  3. 3. Media Fragmentation+ Social Connectivity= Consumers’ role in defining brands
  4. 4. What is aBrand Narrative ?“ A story shared between people ” as they gather around a brand
  5. 5. B eyond Storytelling :Narrative Brand MarketingBrand Storytelling Brand Narratives• What the brand says to explain • What customers say about the itself brand• A story with a beginning and • Stories that do not end an end
  6. 6. MOLESKINEBrand StorytellingMoleskine is the legendary notebook used be European artists and thinkers for the past two centuries, from Van Gogh to Picasso, from Ernest Hemingway to Bruce Chatwin...
  7. 7. MOLESKINE Brand Narratives ...I found my first Moleskine at an art gallery in Sydney, Australia, in 2002. When that book was filled, I tried to find a replacement 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.
  8. 8. McDonald’s1 ) Be Simple. “i’m lovin’ it™” worldwide brand campaign(2003-)2 ) Be Consistent . ...To succeed in Narrative Brand Marketing
  9. 9. McDonald’s3 ) Emotionally Engage. #McDStories Twitter promotion (Jan 18, 2012) ...To succeed in Narrative Brand Marketing
  10. 10. 3 ) Emotionally Engage. ...To succeed in Narrative Brand Marketing
  11. 11. 3 ) Emotionally Engage.4 ) Reach for multiple media channels . ...To succeed in Narrative Brand Marketing
  12. 12. References• 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 accessed Feb 4, 2012• McDonald’s Corporation, ”McDONALD’S® UNVEILS “i’m lovin’ it™” WORLDWIDE 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
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