Using brand narratives - Social Media Strategy - Schulich School of Business
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Transcript of Using brand narratives - Social Media Strategy - Schulich School of Business
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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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Conclusion
Well, We didn't lie!!
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Intrinsically the same message