2. Definition
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.
3. The game of connecting dots
Brand Narratives
Saumya Soni
Satyameet Ahuja
7. And then this guy did not look back
Youtube Founder Jawed Karim at the San Diego Zoo, uploaded on April 23, 2005
8. And so dint a few others
800 Million Active Users 175 Million Users
9. the tectonic plates shifted
•Uni Dimensional
•Uni Focussed
•Monotone Marketing
a narrative is how we always preferred to internalize and now we could
10. 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
11. A good storyboard
Traditional Media – build awareness
“Fresh” “ Cool” “ Scented”
Digital Media – built frequency and recall
“Appreciation” “Realism” “Standing Up”
Social Media – ??
12. 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
