Customer-driven positioning ‘narratives’can address many diverse audience segmentsacross fragmented media channels
Using Brand narratives - PPT
Brand Narratives - how we all love stories Saumya Soni Satyameet Ahuja
DefinitionThe brand narrative is a partnership, started by the company butultimately steered by the consumers. Your brand narrative is what peoplesay about you, and how they connect emotionally with your product orservice.
The game of connecting dots Brand Narratives Saumya Soni Satyameet Ahuja
Until these gentlemen started the revolution Vint Cerf Bob Kahn Tim Berners-Lee
And then this guy did not look backYoutube Founder Jawed Karim at the San Diego Zoo, uploaded on April 23, 2005
And so dint a few others800 Million Active Users 175 Million Users
the tectonic plates shifted •Uni Dimensional •Uni Focussed •Monotone Marketinga narrative is how we always preferred to internalize and now we could
Pivots of a good narrativeMultiple Layers Multiple Channels Protagonist and real Brand narratives offer the opportunity to exploit three things: • The idea that brands should be telling stories • The layering of a brand’s messages across different channels and platforms, allowing each to play to their strengths • Our desire to retell, repurpose and remix stories themselves
A good storyboard Traditional Media – build awareness “Fresh” “ Cool” “ Scented” Digital Media – built frequency and recall “Appreciation” “Realism” “Standing Up” Social Media – ??
Every rose has its thorns•Consumer authority vs. positioning•Consumer intelligence vs. positioning•Relevancy vs. positioning•Accountability vs. Positioning•Consistency vs. Positioning•Market Evolution vs. Positioning