Brand narrative
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Understanding the Basics of Brand Narratives
description
Brand narrative is essentially is a story or extended metaphor that brands use to build an emotional connection with the consumer.
Transcript of Brand narrative
Understanding the Basics of Brand Narratives
The Coke Example
“When consumers sip a Coke theyare drinking more than a beverage.They are imbibing identity mythsanchored in these drinks. Aneffective cultural strategy creates astoried product, that is a productthat has distinctive features throughwhich customers experience identitymyths”
- Douglas Holt, L’Oreal Chair of Marketing at Oxford University
http://www.youtube.com/watch?v=R1NnyE6DDnQ
What is Brand Narrative
Brand narrative is the story of the ideas, experiences, and values that represent the tangible, authentic depth and integrity of the brand’s emotional relationship with its consumer.
Why???
Building an emotion connection = Breaking through the clutter
The Narrative Structure
• Allegory (Plot)
• Arcadia (Character)
• Aura (Setting)
• Antinomy (Soul)
The BlackBerry Example• http://www.youtube.com/watch?v=QjkIK8vpCMs&feature=channel
VS.
So What??? The Social Media Connection
Thank You
