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Brand narrative

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John Li
John Li

Brand narrative is essentially is a story or extended metaphor that brands use to build an emotional connection with the consumer.

Business
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Understanding the Basics of Brand Narratives
The Coke Example “When consumers sip a Coke they are drinking more than a beverage. They are imbibing identity myths anchored in these drinks. An effective cultural strategy creates a storied product, that is a product that has distinctive features through which customers experience identity myths” - Douglas Holt, L’Oreal Chair of Marketing at Oxford University http://www.youtube.com/watch?v=R1NnyE6DDnQ
What is Brand Narrative Brand narrative isthe 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

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Brand narrative

  • 1. Understanding the Basics of Brand Narratives
  • 2. The Coke Example “When consumers sip a Coke they are drinking more than a beverage. They are imbibing identity myths anchored in these drinks. An effective cultural strategy creates a storied product, that is a product that has distinctive features through which customers experience identity myths” - Douglas Holt, L’Oreal Chair of Marketing at Oxford University http://www.youtube.com/watch?v=R1NnyE6DDnQ
  • 3. What is Brand Narrative Brand narrative isthe story of the ideas, experiences, and values that represent the tangible, authentic depth and integrity of the brand’s emotional relationship with its consumer.
  • 4. Why??? Building an emotion connection = Breaking through the clutter
  • 5. The Narrative Structure Allegory (Plot) Arcadia (Character) Aura (Setting) Antinomy (Soul)
  • 6. The BlackBerry Example http://www.youtube.com/watch?v=QjkIK8vpCMs&feature=channel VS.
  • 7. So What??? The Social Media Connection