Using brand narratives - Social Media Strategy - Schulich School of Business
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The document discusses brand narratives and how they have evolved from being controlled by companies to being shaped by consumers. It notes that brand narratives allow companies to tell stories through multiple layers and channels to connect with customers emotionally. Specifically, it provides examples of how traditional media builds awareness, digital media increases frequency and recall, and social media further engages consumers. However, it also notes challenges in maintaining relevancy, consistency, and accountability as customer and market dynamics change over time.
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- 1. Brand Narratives - how we all love stories Saumya Soni Satyameet Ahuja
- 2. The brand narrative is a partnership, started by the company but ultimately steered by the consumers. Your brand narrative is what people say about you, and how they connect emotionally with your product or service. Definition
- 3. Brand Narratives Saumya Soni Satyameet Ahuja The game of connecting dots
- 5. Consumption habits were the same
- 6. Until these gentlemen started the revolution Vint Cerf Bob Kahn Tim Berners-Lee
- 7. And then this guy did not look back Youtube Founder Jawed Karim at the San Diego Zoo, uploaded on April 23, 2005
- 8. And so dint a few others 800 Million Active Users 175 Million Users
- 9. the tectonic plates shifted •Uni Dimensional •Uni Focussed •Monotone Marketing a narrative is how we always preferred to internalize and now we could
- 10. Pivots of a good narrative Multiple 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. A good storyboard Traditional Media – build awareness “Fresh” “ Cool” “ Scented” Digital Media – built frequency and recall “Appreciation” “Realism” “Standing Up” Social Media – ??
- 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. Conclusion Well, We didn't lie!!
- 14. Intrinsically the same message
Editor's Notes
- Customer-driven positioning ‘narratives’ can address many diverse audience segments across fragmented media channels