a presentation on brand narratives, from a social media marketing perspective.

1. Brand
Narratives

2. What is a
Brand Narrative ?
“ ” A story

3. Media Fragmentation
+ Social Connectivity
= Consumers’ role
in defining brands

4. What is a
Brand Narrative ?
“ A story shared between people
”
as they gather around a brand

5. B eyond Storytelling :
Narrative Brand Marketing
Brand Storytelling Brand Narratives
• What the brand says to explain • What customers say about the
itself brand
• A story with a beginning and • Stories that do not end
an end

6. MOLESKINE
Brand Storytelling
Moleskine is the legendary
notebook used be
European artists and
thinkers for the past two
centuries, from Van
Gogh to Picasso, from
Ernest Hemingway to
Bruce Chatwin...

7. MOLESKINE
Brand Narratives
...I found my first Moleskine at an
art gallery in Sydney, Australia,
in 2002. When that book was
filled, I tried to find a
replacement in Toronto, but
had no luck. When I found a
store in New York that stocked
them, I was so worried I might
never find them again I bought
eight.

8. McDonald’s
1 ) Be Simple.
“i’m lovin’ it™” worldwide
brand campaign(2003-)
2 ) Be Consistent .
...To succeed in
Narrative Brand Marketing

9. McDonald’s
3 ) Emotionally Engage. #McDStories
Twitter promotion (Jan 18, 2012)
...To succeed in
Narrative Brand Marketing

10. 3 ) Emotionally Engage.
...To succeed in
Narrative Brand Marketing

11. 3 ) Emotionally Engage.
4 ) Reach for multiple media channels .
...To succeed in
Narrative Brand Marketing

12. References
• Brand Narrative, “Why Stories Matter”, http://brandnarrative.com/why.html
accessed Feb 3, 2012
• Sean Wood, “Beyond Storytelling: Narrative Brand Marketing”, Feb 2, 2012
http://freeworldmedia.com/blog/beyond-storytelling-narrative-brand-marketing/
accessed Feb 3, 2012
• Tara Hunt, The Power of social Networking, Chapter 7: Be Notable: Eleven
Ways to Create Amazing Customer Experiences
• DDB, “Brand Narratives: Positioning in the time of Media Fragmentation”, The
Yellow Papers Series
http://www.ddb.com/pdf/yellowpapers/DDB_YP_BrandNarratives_0108.pdf
accessed Feb 4, 2012
• McDonald’s Corporation, ”McDONALD’S® UNVEILS “i’m lovin’ it™”
WORLDWIDE BRAND CAMPAIGN”,
http://mcdepk.com/imlovinit/downloads/ili_lead_release.pdf accessed Feb 3,
2012
• Ana Vasile, “Glee: the music at the center of a multi-platform story”,
http://www.transmedialab.org/en/case-study/glee-the-music-at-the-center-of-a-
multi-platform-story/ accessed Feb 4, 2012