Brand narrative

Understanding the Basics of Brand Narratives

The Coke Example

“When consumers sip a Coke theyare drinking more than a beverage.They are imbibing identity mythsanchored in these drinks. Aneffective cultural strategy creates astoried product, that is a productthat has distinctive features throughwhich customers experience identitymyths”

- Douglas Holt, L’Oreal Chair of Marketing at Oxford University

http://www.youtube.com/watch?v=R1NnyE6DDnQ

What is Brand Narrative

Brand narrative is the 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