Brand Narratives
By: Jaspal Sangha
What are brand narratives?
“Narratives are stories that do not end – they persist indefinitely.”
-Sean Wood, Freeworld Media Blogger
1.Authentic and make an emotional
connection.
2.Rooted in a brand’s personality.
3.Exciting to consumer’s and DRIVE
ACTION.
So who’s behind?
Reebok Running
Evaluation
Brand Narrative Task? Successful?
Authentic and make an
emotional connection.
Yes
Rooted in a brand’s
personality.
Yes
Exciting to consumer’s and
DRIVES ACTION.
NO
Who can we learn from?
Nike+ Running
Maximum performance.
Challenging oneself to strive for their very best.
Calling that achievement perfection.
Ultimately living a healthy lifestyle.
Nike+ Narratives
How does Nike perpetuate these
narratives?
1. Authentic and makes an emotional connection.
2. Rooted in a brand’s personality.
3. Exciting to consumer’s and DRIVES
ACTION.
Nike “Cheer Me On”- Facebook Integration
Conclusion
How can organizations learn from Nike+?
- Create content that doesn’t focus solely on the actual product.
- Create meaningful interaction helping consumers perpetuate desired brand narratives.
- Create a user friendly media platform to facilitate this meaningful interaction.
Thanks!
Discussion
What are mistakes that organizations can make using SMM to effectively propagate
brand narratives.
Actual Examples?