storytelling
Brand
Storytelling
In
Digital
Marketing
Bahriye Goren, Art of Branding
Measuring & Managing Brands in a Digital World
NYU Stern School of Business, May 2013
What is Branding?
What is storytelling?
Goal of Brand Storytelling
To tell your brand’s story by creating characters that enable your audience to become emotionally engaged to an extent that they want to follow these characters and stay connected to your brand Stories tap into the unconscious mind
Unconscious thoughts, feelings, and desires drive the purchasing decisions we make.
People tend to remember products when they are woven into the narrative of media content.
From Interruption to Engagement.
Link with Digital
We are all living in the digital age. Put another way we are now living in the age of community. It’s a brave new world and within this digital age of community, consumers now
opt in or opt out.
For marketers, no longer is the conversation about persuasion to buy, rather it’s about persuasion
join.
to
Successful Brand
Storytelling in Digital
Marketing
5 Key Principles:
1. Make your target feel part of the story
2. Tell a story that’s unique and unexpected (viral)
3. Don’t just tell the story, make it a conversation
4. Don’t give it all away (…invite them)
5. Integration and consistency
5 Key Principles for storytelling in digital:
1. Make your target feel part of the story
2. Tell a story that’s unique and unexpected (viral)
3. Don’t just tell the story, make it a conversation
4. Don’t give it all away (…invite them)
5. Integration and consistency
Dove Real Beauty Sketches Viral
Campaign
5 Key Principles for storytelling in digital:
1. Make your target feel part of the story
2. Tell a story that’s unique and unexpected (viral)
3. Don’t just tell the story, make it a conversation
4. Don’t give it all away (…invite them)
5. Integration and consistency
Troy Public Library: Burn Books
Campaign
5 Key Principles for storytelling in digital:
1. Make your target feel part
Storytelling
In
Digital
Marketing
Bahriye Goren, Art of Branding
Measuring & Managing Brands in a Digital World
NYU Stern School of Business, May 2013
What is Branding?
What is storytelling?
Goal of Brand Storytelling
To tell your brand’s story by creating characters that enable your audience to become emotionally engaged to an extent that they want to follow these characters and stay connected to your brand Stories tap into the unconscious mind
Unconscious thoughts, feelings, and desires drive the purchasing decisions we make.
People tend to remember products when they are woven into the narrative of media content.
From Interruption to Engagement.
Link with Digital
We are all living in the digital age. Put another way we are now living in the age of community. It’s a brave new world and within this digital age of community, consumers now
opt in or opt out.
For marketers, no longer is the conversation about persuasion to buy, rather it’s about persuasion
join.
to
Successful Brand
Storytelling in Digital
Marketing
5 Key Principles:
1. Make your target feel part of the story
2. Tell a story that’s unique and unexpected (viral)
3. Don’t just tell the story, make it a conversation
4. Don’t give it all away (…invite them)
5. Integration and consistency
5 Key Principles for storytelling in digital:
1. Make your target feel part of the story
2. Tell a story that’s unique and unexpected (viral)
3. Don’t just tell the story, make it a conversation
4. Don’t give it all away (…invite them)
5. Integration and consistency
Dove Real Beauty Sketches Viral
Campaign
5 Key Principles for storytelling in digital:
1. Make your target feel part of the story
2. Tell a story that’s unique and unexpected (viral)
3. Don’t just tell the story, make it a conversation
4. Don’t give it all away (…invite them)
5. Integration and consistency
Troy Public Library: Burn Books
Campaign
5 Key Principles for storytelling in digital:
1. Make your target feel part