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Using Brand narratives - PPT
The document discusses brand narratives and how they have evolved. It defines a brand narrative as a story about a brand that is initially started by the company but ultimately shaped by how consumers connect with and talk about the brand. It notes how consumption habits were once uniform but brand narratives now allow for multiple layers and channels to tell a story. A good narrative features different protagonists and feels realistic.
Using Brand narratives - PPT
- 1. Brand Narratives - how we all love stories Saumya Soni Satyameet Ahuja
- 2. Definition The brand narrativeis 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.
- 3. The game ofconnecting dots Brand Narratives Saumya Soni Satyameet Ahuja
- 4.
- 5. Consumption habits werethe same
- 6. Until these gentlemenstarted the revolution Vint Cerf Bob Kahn Tim Berners-Lee
- 7. And then thisguy did not look back Youtube Founder Jawed Karim at the San Diego Zoo, uploaded on April 23, 2005
- 8. And so dinta few others 800 Million Active Users 175 Million Users
- 9. the tectonic platesshifted •Uni Dimensional •Uni Focussed •Monotone Marketing a narrative is how we always preferred to internalize and now we could
- 10. Pivots of agood 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 hasits thorns •Consumer authority vs. positioning •Consumer intelligence vs. positioning •Relevancy vs. positioning •Accountability vs. Positioning •Consistency vs. Positioning •Market Evolution vs. Positioning
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- 14. Intrinsically the samemessage
Editor's Notes
- #12 Customer-driven positioning ‘narratives’can address many diverse audience segmentsacross fragmented media channels