Narrative Marketing-A Cobalt Blue Presentation VISIT: www.cobaltblue.in
More and more we are hearing words like "storytelling" "audiences" "engagement" etc. in marketing. Two most common questions that I often hear during marketing sessions are "what's our story?" and "What is the story we are going to tell?" This presentation attempts to shed light on the subject of storytelling from a marketer's point of view.
Published on: Mar 3, 2016
Transcripts - Narrative Marketing-A Cobalt Blue Presentation VISIT: www.cobaltblue.in
Marketing through storytelling.
WE NEED TO GET OUT OF THIS BOX.
The Internet is reaching its critical mass very fast & very soon.
CUSTOMER IS NOT PAYING
But our old methods are becoming obsolete & blunt. They don’t cut.
Unless he feels involved.
BECAUSE STORIES MAKE YOU CONNECT
TO AN EXPERIENCE PERSONALLY.
Because storytelling is the most sophisticated & entertaining technique
of organizing information invented by man.
Because nobody is interested to hear about you. They want to hear a
story that’s relevant to them. Better if they are in it.
The brands that have mastered the art of brand storytelling.
• Whilst its competitors were
focusing on selling detail,
bombarding the public with
complex jargon and scientific
claims surrounding the filter,
Philip Morris took an entirely
different approach. They sold a
• They created an iconic figure
that resonated with millions of
men worldwide. Men who saw
the ads, saw themselves.
By smoking Marlboro, they
were the Marlboro Man.
Just Do It!
• There is a reason that Nike is
one of the world’s best loved
and most valuable brands.
They are masters at the art of
• They use it at the heart of
every piece of communication.
Their website, their TV ads,
their stores and even their
YouTube videos put us, their
customer at the centre of the
Nike doesn’t boast about how
amazing they are, they
celebrate how amazing we are.
Storytelling is not about
making a video ad.
It is an immersive experience
crafted across cross-screens.
“You can not have a story
without a narrative structure.
Like you can not have a body
without a skeleton.”
Once a brand understands it's purpose, the story it
wants to tell & how it's customer features in that
story, it can use all the social
channelsFacebook, Twitter, LinkedIn, Pinterest etc.
to tell that story, engaging audience sizes that would
have been impossible in the broadcast era.
Narrative Marketing is the
concept of crafting brand
stories that move consumers
…and convert them into
WHETHER THEY KNOW IT OR NOT.
Every brand is telling a story.
And there are only 7 types of stories that exist in the world.
7 Basic Plots:
1. Overcoming the
2. Rags to Riches
3. The Quest
4. Voyage & Return
The author is a graduate in Narrative
Environments from Central Saint Martins
College, London. U.K.
He is founder of Cobalt Blue. A narrative
He can be contacted at :