“Tell a story” is a common refrain in product branding and market positioning. However, the methods of crafting a tale for campaigns are still often abstract shots in the dark by creative design and content teams focused on standard variables and marketing perspectives. In other words, everyone knows the importance of narrative, but the development of tools to create narrative have not kept up with the realization of its importance… Or have they? Perhaps strategic marketers have simply been looking to the business sector rather than literary analysis for new narrative ideas.
Beyond the basic discovery process, narrative architecture offers a different lens for campaign creative, new metrics for measurement, and an easy-to-follow discussion of a narrative arc in multiple dimensions. This presentation draws on the works of literary analysis and applies practical application of time-honored narrative principles in a way that can be strategically integrated into any campaign to improve returns in measurable ways. Our presenters take you through a history of narrative, how that history relates to marketing, practical tools for high level message strategy, and case studies leveraging the strategies described.
The marriage between narrative theory and marketing practice
What is missing from most modern marketing messaging plans
How to measure metrics associated with your narrative
How to leverage narrative across campaign tactics
Goal of the Presentation: To demonstrate how to leverage the classic principles of narrative in the modern context of marketing for new insights without sacrificing quantitative focus. This requires marrying narrative tool capabilities with quantitative metrics to determine the best possible future outcomes for campaigns. Tools include Burke’s Dramatistic Pentad, Marketing Narrative Story Arc Discovery, and Throughline tools for Creative Language.
#BBSRadio Host and #StartupGrind Organizer, Michele is one of Houston's most active business community leaders. She consistently seeks and implements avant garde marketing strategies.
Founder of RedShift Writers and Lead Moderator Agree, Disagree, or Qualify, a fast-growing community focused on respectful discourse. He spends his days writing and exchanging ideas.
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