Gartner Research

Narrative Design: How to Connect Brand Story and Content With Customer Experience

Published: 21 August 2017

ID: G00320174

Analyst(s): Christopher Ross

Summary

Marketing leaders responsible for brand positioning and messaging must connect brand stories with specific customer context to drive engagement. This research provides an overview of how a narrative design framework can inform the development of messaging themes and support the overall brand story.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Build Effective Brand Stories via Connected, Targeted Narratives
  • Create Micronarratives With Actionable Messaging for Pivotal Moments
    • Develop a Holistic Customer Perspective
    • Explore the Micronarrative Framework
  • See Micronarrative Design in Action
  • Bring Your Narrative to Life

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