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Brand narrative

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Brand narrative is essentially is a story or extended metaphor that brands use to build an emotional connection with the consumer.

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Brand narrative

  1. 1. Understanding the Basics of Brand Narratives<br />
  2. 2. The Coke Example<br />“When consumers sip a Coke they<br />are drinking more than a beverage.<br />They are imbibing identity myths<br />anchored in these drinks. An<br />effective cultural strategy creates a<br />storied product, that is a product<br />that has distinctive features through<br />which customers experience identity<br />myths”<br />- Douglas Holt, L’Oreal Chair of Marketing at<br /> Oxford University<br />http://www.youtube.com/watch?v=R1NnyE6DDnQ<br />
  3. 3. What is Brand Narrative<br />Brand narrative isthe story of the ideas, experiences, and values that represent the tangible, authentic depth and integrity of the brand’s emotional relationship with its consumer.<br />
  4. 4. Why???<br />Building an emotion connection = Breaking through the clutter<br />
  5. 5. The Narrative Structure<br />Allegory (Plot)<br />Arcadia (Character)<br />Aura (Setting)<br />Antinomy (Soul)<br />
  6. 6. The BlackBerry Example<br />http://www.youtube.com/watch?v=QjkIK8vpCMs&feature=channel<br />VS.<br />
  7. 7. So What??? The Social Media Connection<br />
  8. 8. Thank You<br />

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