Is there any difference between the tone of voice and the content that a luxury or a mass-market brand should have?

  • Social media is a democratic forum at heart. It gives everyone a sense of belonging, of having a voice in any conversation.
  • While this makes it appealing for brands that focus on mass-market, it poses a different set of challenges for brands that have built a sense of exclusivity.
  • Social media can create reputational issues, becoming a brand exposed to everyone’s attack. What is worse is that they can make the brand’s allure less aspirational: do we still want to enter in a club if everyone gets access? or Do we really expect and wish to have a conversation with famous designer online?

“You need mind share if you want market share, and in order  to have market share, you have to engage” – Angela Ahrendts, former CEO, Burberry and now Senior Vice President, Apple Retail

So…engagement is the key. Social media is fundamental to open a dialogue with customers; Digital presence helps increase offline engagement with customers.

The new trends are:

  • Social media and mobile marketing (an active, engaged brand community platform can drive innovation, increase revenues and customer loyalty)
  • Videos and editorial content
  • User-generated content (it has surpassed branded content and that is why brands need to empower consumers in order to have them create their own brand experience)
  • Bloggers

Transmedia Storytelling

transmedia

Transmedia storytelling is a coordinated story experience told across multiple media platforms with the audience’s help.

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“It represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story” – Transmedia Storytelling 101 from official blog by Henry Jenkins

With transmedia storytelling the user becomes a co-creator to the narrative, not just its consumer, because:

  1. Stories are the fundamental building blocks of the brain
  2. Stories engage emotion and reason
  3. Stories get our attention and make things stick
  4. Stories create trust through shared experience
  5. Stories deliver big ideas with a few words
  6. Stories sneak your ideas into the audience’s mind

A good story should have:

  • Purpose
  • Emotional engagement
  • A hero
  • Catalyst
  • Conflict
  • Transformation
  • Resolution

Example:

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This way Nike developing brand strategy by bringing Online with Offline


Bringing Online with Offline goes through strategy circle:

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Questions brand should know to develop a Story are:

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Transmedia storytelling Checklist for a brand:

  1. Identify and craft the essential story
  2. Know your audience
  3. Expand the story into smaller narratives that fit different platforms
  4. Design for participation
  5. Entice by creating gaps and mysteries
  6. Respect your audience
  7. Collaborate in-house and with customers
  8. Extend, adapt and share

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