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?