Upload
ssoni11
View
165
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Brand Narratives - how we all love stories
Saumya SoniSatyameet Ahuja
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
Brand Narratives
Saumya SoniSatyameet Ahuja
The game of connecting dots
Multitude of Customers
Consumption habits were the same
Until these gentlemen started the revolution
Vint Cerf Bob Kahn Tim Berners-Lee
And then this guy did not look back
Youtube Founder Jawed Karim at the San Diego Zoo, uploaded on April 23, 2005
And so dint a few others
800 Million Active Users 175 Million Users
the tectonic plates shifted
•Uni Dimensional•Uni Focussed•Monotone Marketing
a narrative is how we always preferred to internalize and now we could
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
A good storyboard
Traditional Media – build awareness “Fresh” “ Cool” “ Scented”
Digital Media – built frequency and recall “Appreciation” “Realism” “Standing Up”
Social Media – ??
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
Conclusion
Well, We didn't lie!!
Intrinsically the same message