New/Narrative Branding has become a buzz phrase in the ad world over the past few years. So, what is Narrative Branding and why is it important? How does it work and what does it have to do with mobile marketing? Find out here.

In the past 7 or 8 years traditional methods of marketing have shown declining effectiveness.   At first the decline was slow overall, although more accelerated in some categories than others. The drop in effectiveness was most visible in categories such as services, hospitality, beverages and entertainment – at first.  Now it is quickly spreading to all categories.” – Randall Ringer, Co-Founder and CEO of Verse Group Brand Consulting

Indeed, globalisation and the rise of technology have changed the way that we, as consumers, interact with the brands that we buy. Inevitably, advertisers have had to adapt their methods, and the helmsmen of the world’s most successful brands have done just that.

What’s changed? Well, the communication gateway between the brand and its consumer is no longer one-way. Now more than ever, individuals are empowered to take part in a dialogue – to give their feedback and their commentary and to make known their disgruntlements. All of a suddent, consumers have evolved into ‘prosumers’.

Perhaps even more important is that this communication gateway, this two-way story-telling creates a sense of intrigue, ultimately drawing in the increasingly savvy consumer on a much deeper level than before. That, in essence, is what Narrative Branding is about and, when used correctly, it can be very powerful.

So, what does the new branding phenomenon have to do with mobile? The narrative of a brand can be conveyed through a myriad of channels. Print, TV, in-store advertising, billboards, social media, online and other methods have all been used in the execution of successful Narrative Branding campaigns.

The question, however, remains: Which medium best allows the consumer to carry the narrative with them, irrespective of time or space?

Thomas Guignard of FashionsCollective.com, an online marketing resource for luxury fashion brands, makes the following point in this regard:

Aware of location, sensitive to time, and ever connected, the mobile medium delivers contextual relevance to brand communications and allows marketers to truly engage consumers in the moment. […] By effectively leveraging digital engagement triggers such as QR codes, image recognition, SMS, or with the advent of NFC, marketers can breathe digital life into traditional (unidirectional) communications via smartphone devices. ”

Need an example? The Amble with Louis Vuitton iPhone app is a good illustration of a successful Narrative Branding campaign using mobile as the primary channel of communication.

Want to know more about how you can launch your own Narrative Branding campaign? You can sign up with Panacea Mobile for free by clicking here, or contact us if you’d prefer to chat to one of our consultants – we’d be happy to help.

Hannah Moore is a freelance copy and travel writer based in Cape Town, South Africa.

Image Credit: Xplorestudio.co.za, Selectism.com