Narrative Strategy for Great Brand Experiences

Description:

Brands do not exist independently from the stories that surround them. Stories often dominate the experience of a brand even more than the respective product, and they are essential for understanding cultural differences, e.g. between Europe and the U.S. With social media and the emerging metaverses, these narratives increasingly come to life and play a crucial role co-creating brand experiences together with customers or users. Consequently, narrative strategy, storytelling and world-building become prime tools for management. We will discuss how brand affect can be influenced by narratives, how to build good narratives, and how to craft an interactive and immersive brand experience with them. We will briefly introduce a quantitative method to measure the impact of narrative strategy.