Using brand narratives - Social Media Strategy - Schulich School of Business

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Brand Narratives - how we all love stories Saumya Soni Satyameet Ahuja

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Transcript of Using brand narratives - Social Media Strategy - Schulich School of Business

Page 1: Using brand narratives - Social Media Strategy - Schulich School of Business

Brand Narratives - how we all love stories

Saumya SoniSatyameet Ahuja

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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

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Brand Narratives

Saumya SoniSatyameet Ahuja

The game of connecting dots

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Multitude of Customers

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Consumption habits were the same

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Until these gentlemen started the revolution

Vint Cerf Bob Kahn Tim Berners-Lee

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And then this guy did not look back

Youtube Founder Jawed Karim at the San Diego Zoo, uploaded on April 23, 2005

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And so dint a few others

800 Million Active Users 175 Million Users

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the tectonic plates shifted

•Uni Dimensional•Uni Focussed•Monotone Marketing

a narrative is how we always preferred to internalize and now we could

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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

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A good storyboard

Traditional Media – build awareness “Fresh” “ Cool” “ Scented”

Digital Media – built frequency and recall “Appreciation” “Realism” “Standing Up”

Social Media – ??

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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

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Intrinsically the same message