The Narrative Platform of A Brand
Apple believes "Think Different." IBM says “We innovate in advanced technology to translate into value for our clients.” Coca-Cola believes in nothing less than "Happiness." When people who work at a company share a common belief about their brand all decisions come from and are judged in the market by that belief.
Products are inspired by belief. Innovation comes from belief.
From this belief a company goes to market with its "Narrative," an ongoing platform of communication that is driven by themes that explain the belief and product or service to customers.
Today the "narrative" is becoming more complex as customers interact, hack and hijack a brand any number of ways. Narrative is the platform for content strategy, social strategy, and advertising. Narrative uses story-telling as examples to prove the belief. It's this framework of narrative that explains how brands really work--and don't.
Narrative calls us together to do something great. Why do I pay $1,000 more for an Apple laptop than a Wintel? Because I believe in Steve Jobs, not Steve Ballmer.
This session is intended to provide a clear walk-through of this framework of brand narrative, and then move to a practical discussion of how to apply it to the work we do every day.blog comments powered by Disqus