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

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

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Transcript

  • 1. BrandNarratives
  • 2. What is aBrand Narrative ? “ ” A story
  • 3. Media Fragmentation+ Social Connectivity= Consumers’ role in defining brands
  • 4. What is aBrand Narrative ?“ A story shared between people ” as they gather around a brand
  • 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. 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. 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. McDonald’s1 ) Be Simple. “i’m lovin’ it™” worldwide brand campaign(2003-)2 ) Be Consistent . ...To succeed in Narrative Brand Marketing
  • 9. McDonald’s3 ) Emotionally Engage. #McDStories Twitter promotion (Jan 18, 2012) ...To succeed in Narrative Brand Marketing
  • 10. 3 ) Emotionally Engage. ...To succeed in Narrative Brand Marketing
  • 11. 3 ) Emotionally Engage.4 ) Reach for multiple media channels . ...To succeed in Narrative Brand Marketing
  • 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