Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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, ser...
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...
NARRATIVES AREEVERYWHERE!
CHARACTERISTICS OF A     NARRATIVE• Artificial fabrication• Prefabrication• Trajectory with a focus on its closure  or res...
Narratology, thestudy of narrative,  has its roots in  literary prose.
COMPONENTS OF A NARRATIVE   Plot      Characters   Setting               Human  Conflict                Message           ...
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 seve...
CONTROL OF THE NARRATIVE   Every experience of the Harry  Potter brand was a reiteration ofJ.K. Rowling’s original seven b...
UNTIL
Pottermore is the new online space for the  wizarding world of Harry Potter from J.K.Rowling, where fans can experience th...
“Pottermore is a unique online reading    experience from J.K. Rowling, built  around the Harry Potter books. Share and pa...
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 repe...
TRANSMEDIA   NARRATIVEIS THE FUTURE OF  CONTENT-BASED      BRANDS
Thank you for listening!
Relevant Links• http://www.forbes.com/sites/michaelhumphrey/2011/07/2  9/pottermore-expert-explains-how-harry-potters-webs...
An analysis of brand narrative and transmedia through Harry Potter
An analysis of brand narrative and transmedia through Harry Potter
An analysis of brand narrative and transmedia through Harry Potter
Upcoming SlideShare
Loading in …5
×

An analysis of brand narrative and transmedia through Harry Potter

2,306 views

Published on

Published in: Education, Technology
  • Be the first to comment

An analysis of brand narrative and transmedia through Harry Potter

  1. 1. BRAND NARRATIVE and transmedia Christina Pellegrini MTKG 4226
  2. 2. BRAND NARRATIVES =BRAND + NARRATIVES
  3. 3. 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.
  4. 4. BRANDS ARE EVERYWHERE!
  5. 5. WHAT IS A NARRATIVE? A B CA narrative is a sequence of non-randomly connected events
  6. 6. Whenever you sayor think something about a certaintime or place, you are creating a narrative According to Narrative: a critical linguistic introduction, page viii
  7. 7. NARRATIVES AREEVERYWHERE!
  8. 8. 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
  9. 9. Narratology, thestudy of narrative, has its roots in literary prose.
  10. 10. COMPONENTS OF A NARRATIVE Plot Characters Setting Human Conflict Message interest
  11. 11. AN ANALYSIS OFBRAND NARRATIVES THROUGH
  12. 12. 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.
  13. 13. 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.
  14. 14. UNTIL
  15. 15. 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.
  16. 16. “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
  17. 17. This sounds a lot like TRANSMEDIA
  18. 18. 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
  19. 19. TRANSMEDIA NARRATIVEIS THE FUTURE OF CONTENT-BASED BRANDS
  20. 20. Thank you for listening!
  21. 21. Relevant Links• http://www.forbes.com/sites/michaelhumphrey/2011/07/2 9/pottermore-expert-explains-how-harry-potters-website- will-transform-storytelling/• http://blogs.wsj.com/tech-europe/2011/07/29/harry- potter-and-the-art-of-transmedia-storytelling/• http://www.producersguild.org/?page=coc_nm#transmedia• http://henryjenkins.org/2011/06/three_reasons_why_potte rmore_m.html• www.brandchannel.com/images/Papers/What_is_a_Brand.p df

×