2. Problem Statement
3. Brand Narrative
4. Brand Community
“How can branding communication theories
help FTT to increase their position in Denmark?”
Fairtrade Towns in Europe
10.05.13 Tadeusz Makulski
“Brand narrative is the story of ideas,
experiences, values that represent the tangible,
authentic depth integrity of the brand’s
emotional relationship with its customer.”(Mootee,
Brand Narrative = Brand Storytelling
Historical vs. Present Future
Beginning, Middle & End
Why is brand narrative relevant?
• “Nothing in the social world makes sense before we
interpret the objects, actions and behaviour in the
social world” (Schembri: 626)
• Emotions towards the brand can help break through
• Can be used as a tool in the process of “creating
• Building brand equity.
“We have a story & it is an important story.
People wishing to join the organisation need to
understand that.” (Davies:86, Thesis:34)
How can FTT implement brand narrative?
• It must be coherent through all communication
• Communicate the narrative story telling
• Include the stories of FTTs (local) and share it.
– The story of how the FTT concept was created.
– Link to the already existing narrative of Fairtrade
Denmark (visiting the farmers)
FTT must learn to create stories that are:
1. Authentic and make emotional connections.
2. Rooted in the brand’s personality.
3. Exciting to consumers and drive actions.
Content strategy + sharable stories
Engaging time spent with your brand!
• “(…) a specialised, non-geographically bound
community, based on a structured set of social
relationships among admires of a brand”
Brand communities are most likely to form
around brands with
– A strong image
– A rich and lengthy history
– Threatening competition (the underdog)
The 3 main characteristics:
– Consciousness of kind
– Existence of shared rituals and beliefs
– Sense of moral responsibility
• Enhance the customer loyalty, Marketing efficiency,
Brand authenticity (Fournier & Lee: 105)
• Enhance the brand equity (Muniz: 427)
• Actualizing relationship branding (Muniz: 427)
• Gathering feedback
• Strong and positive brand ambassadors
– It is fast, and world wide
– This can become superficial
(Fournier & Lee: 110)
• In person:
– Meeting face to face can create stronger connections
(Fournier & Lee: 111)
How the advertisement of FTT is conducted it of importance. It
should be aligned with the rituals and traditions of the community.
• Brand meaning is socially negotiated (Muniz: 414)
• People join communities for different reasons
• Losing control of conversations
• Members disliking changes
• Recourses spend on developing and maintaining
• Dahlén, Micael, Fredrik Lange, and Terry Smith. Marketing Communications: A Brand Narrative Approach. Chichester, U.K.:
• Davies, Iain A., and Andrew Crane. "Ethical Decision Making in Fair Trade Companies." Kluwer Academic Publishers (2003):
• Fournier, Susan, and Lara Lee. "Getting Brand Communities Right." Harvard Business Review. Harvard Business Review, Apr.
2009. Web. 15 June 2013. <http://hbr.org/2009/04/getting-brand-communities-right/ar/1>.
• Holt, Douglas B. How Brands Become Icons: The Principles of Cultural Branding. Boston, MA: Harvard Business School, 2004.
• Mootee, Idris. 60-minute Brand Strategist: The Essential Brand Book for Marketing Professionals. N.p.: n.p., n.d. Print.
• Muniz, Albert M., and Thomas C. O´Guinn. "Brand Community." Chicago Journals. The University of Chicago Press, 4 Mar.
• Schembri, Sharon, and Bill Merrilees. "Brand Consumption and Narrative of the Self." You Have Full Text Access to This
Content Psychology & Marketing 27.6 (2010): 623-37. Web. 1 June 2013.
• Tadeusz Makulski