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