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 ...
The game of connecting dots    Brand Narratives                            Saumya Soni                       Satyameet Ahuja
Multitude of Customers
Consumption habits were the same
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 Ma...
Pivots of a good narrativeMultiple Layers                 Multiple Channels              Protagonist and real  Brand narra...
A good storyboard    Traditional Media – build awareness       “Fresh” “ Cool” “ Scented”   Digital Media – built frequenc...
Every rose has its thorns•Consumer authority vs. positioning•Consumer intelligence vs. positioning•Relevancy vs. positioni...
ConclusionWell, We didnt lie!!
Intrinsically the same message
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Using Brand narratives - PPT

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  • Customer-driven positioning ‘narratives’can address many diverse audience segmentsacross fragmented media channels
  • Using Brand narratives - PPT

    1. 1. Brand Narratives - how we all love stories Saumya Soni Satyameet Ahuja
    2. 2. 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.
    3. 3. The game of connecting dots Brand Narratives Saumya Soni Satyameet Ahuja
    4. 4. Multitude of Customers
    5. 5. Consumption habits were the same
    6. 6. Until these gentlemen started the revolution Vint Cerf Bob Kahn Tim Berners-Lee
    7. 7. And then this guy did not look backYoutube Founder Jawed Karim at the San Diego Zoo, uploaded on April 23, 2005
    8. 8. And so dint a few others800 Million Active Users 175 Million Users
    9. 9. the tectonic plates shifted •Uni Dimensional •Uni Focussed •Monotone Marketinga narrative is how we always preferred to internalize and now we could
    10. 10. 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
    11. 11. A good storyboard Traditional Media – build awareness “Fresh” “ Cool” “ Scented” Digital Media – built frequency and recall “Appreciation” “Realism” “Standing Up” Social Media – ??
    12. 12. 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
    13. 13. ConclusionWell, We didnt lie!!
    14. 14. Intrinsically the same message

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