« Brand Consistency | Main | Swarm Marketing »
Brand Narratives
Download Yellow Paper . | . Open publication
Brand Narratives: Positioning in the Time of Media Fragmentation
The conventional approach to brand positioning has been challenged by innovative marketers. Brand positioning now needs to be a much more fluid, consumer-driven process that better reflects innovation in communications and a rapidly evolving marketplace. Consumer-driven ‘narratives’ align messages to engage smaller, more defined influencers who drive larger groups to be brand advocates.
| Permalink
Search this Blog
About
This page contains a single entry from the blog posted on January 13, 2008 8:26 PM.
The previous post in this blog was Brand Consistency.
The next post in this blog is Swarm Marketing.
Many more can be found on the main index page or by looking through the archives.
RSS Feed