We propose a framework for optimizing a brand-product narrative for a multi-touchpoint consumer journey. The framework emphasizes the importance of using storytelling to connect with consumers on an emotional level. By telling stories that are relevant to their target audience, brands can create a more engaging and immersive experience for consumers. The framework is illustrated with a case study of a luxury brand. Luxury brands can use stories to highlight their commitment to sustainability and social responsibility while maintaining a sense of mystery and intrigue around their products.

In this presentation, you will learn:

To identify the key elements of the brand-product narrative, including the product’s benefits, the brand’s purpose, and the company’s corporate vision.

Integrate the elements into a coherent story that is told across multiple touchpoints of the consumer journey.

Validate and optimize the story in a replicated consumer journey study.