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