An analysis of brand narrative and transmedia through Harry PotterPresentation Transcript
BRAND NARRATIVE and transmedia Christina Pellegrini MTKG 4226
BRAND NARRATIVES =BRAND + NARRATIVES
WHAT IS A BRAND?Brand is a name, term, sign, symbol, or design, or combination of them that identifies one product, service or experience from another.
BRANDS ARE EVERYWHERE!
WHAT IS A NARRATIVE? A B CA narrative is a sequence of non-randomly connected events
Whenever you sayor think something about a certaintime or place, you are creating a narrative According to Narrative: a critical linguistic introduction, page viii
CHARACTERISTICS OF A NARRATIVE• Artificial fabrication• Prefabrication• Trajectory with a focus on its closure or resolution• Speaker and listener• Listener must perceive it to be a narrative According to Narrative: a critical linguistic introduction, pages 4-6
Narratology, thestudy of narrative, has its roots in literary prose.
COMPONENTS OF A NARRATIVE Plot Characters Setting Human Conflict Message interest
AN ANALYSIS OFBRAND NARRATIVES THROUGH
We met Harry and his friends in 1997,when Harry Potter and the Philosopher’sStone was released. This was the first of seven novels written by J.K. Rowling.
CONTROL OF THE NARRATIVE Every experience of the Harry Potter brand was a reiteration ofJ.K. Rowling’s original seven books. No additions were made to the narrative. There are no new characters, storylines or revelations.
Pottermore is the new online space for the wizarding world of Harry Potter from J.K.Rowling, where fans can experience the story like never before.
“Pottermore is a unique online reading experience from J.K. Rowling, built around the Harry Potter books. Share and participate in the stories, showcase your own Potter-related creativity, anddiscover additional information about the world of Harry Potter from the author herself.” Via http://www.pottermore.com/en/about
This sounds a lot like TRANSMEDIA
WHAT ARE THE EXPERTS SAYING? “Pottermore brings the Harry Potter brand from its basis in being a repurposed or repeated story world, into being a true transmedia brand.” -Jeff Gomez, transmedia expert “This may be the most highly visible transmedia project to date” - Henry Jenkins, Professor at USC
TRANSMEDIA NARRATIVEIS THE FUTURE OF CONTENT-BASED BRANDS