{"id":20870,"date":"2019-09-30T03:39:25","date_gmt":"2019-09-30T03:39:25","guid":{"rendered":"http:\/\/new-testing.site\/?post_type=tribe_events&#038;p=5230"},"modified":"2023-07-13T13:58:56","modified_gmt":"2023-07-13T13:58:56","slug":"narrative-strategy-from-communication-big-idea-to-pillars-and-touchpoints-experience","status":"publish","type":"tribe_events","link":"https:\/\/lhoft.com\/lhoftv1\/event\/narrative-strategy-from-communication-big-idea-to-pillars-and-touchpoints-experience\/","title":{"rendered":"Narrative Strategy: From \u201cCommunication Big Idea\u201d, To Pillars and Touchpoints Experience"},"content":{"rendered":"<h2>Description<\/h2>\n<h3>Narrative Strategy: From \u201cCommunication Big Idea\u201d, to Pillars and Touchpoints Experience<\/h3>\n<p>In this learning experience, we will link the Brand Positioning with the Narrative Strategy. It has the critical role to deploy the intended brand into the right consumer space, through well-articulated experiences.<\/p>\n<h3>Agenda<\/h3>\n<h4>1. Recap Brand Architecture:<\/h4>\n<p>The architecture shows the way a brand connects with the outside world through a mix of performance and promises. We will highlight how the leading brands are built through a clear ambition, values, beliefs, benefits, arguments, personality, and design elements. In successful cases, a brand becomes a magnetic artifact, able to attract a loyal \u201ctribe\u201d of customers<\/p>\n<h3>2. Intended target group:<\/h3>\n<p>Pen Portrait<\/p>\n<h3>3. Narrative Strategy \u2013 transforms Positioning into \u201cCommunication Big Idea\u201d, Communication pillars and touchpoints experience:<\/h3>\n<ul>\n<li>Communication Archetypes: the mix of pure symbols<\/li>\n<li>Communication Big Idea: the organizing narrative umbrella.<\/li>\n<li>Communication Pillars<\/li>\n<li>Narrative Arcs and Touchpoints Experience<\/li>\n<li>We will discuss various examples and will dive into Red Bull and James Bond cases.<\/li>\n<\/ul>\n<h3>Limitation note:<\/h3>\n<p>We will highlight the best in class models, which are notorious and successful. Our objective is to study the pre-eminent examples. In communication usually, the best practices come from storytelling industries (like Hollywood) or from FMCG or Service companies. These entities put a huge effort in developing their communication and interaction with their clients and later became a competitive advantage. B2B Organisations usually fail in this aspect, lacking a proper communication focus, at least from the time being. Second, our objective is to learn new ideas, not to solve specific business issues.<\/p>\n<p>Meet Mihai:<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/mihaibonca\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mihai Bonca<\/a>\u00a0is a Senior Consultant at Brand Architects. He has an extensive experience involving brand repositioning and renovations. The local and international brands lead by Mihai repeatedly achieved market leadership, while he received more than 25 industry awards for marketing contribution. He helps Boards and CEOs of local and multinational organizations redefining strategies, transforming brands and marketing approach, building roadmaps. In the past, Mihai held Board Member positions and managed four countries as a Group Marketing Director. His expertise ranges from traditional FMCG to B2B and e-Commerce. Mihai holds an MBA degree from Oxford University and contributes towards the new generation of professionals by teaching Marketing Strategy as a Lecturer\/ Clinical Expert in different business schools. When not in office, with clients, in conferences or with students, Mihai can be spotted on the basketball court.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Description Narrative Strategy: From \u201cCommunication Big Idea\u201d, to Pillars and Touchpoints Experience In this learning experience, we will link the Brand Positioning with the Narrative Strategy. It has the critical [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":5231,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_tribe_events_status":"","_tribe_events_status_reason":"","_tribe_events_is_hybrid":"","_tribe_events_is_virtual":"","_tribe_events_virtual_video_source":"","_tribe_events_virtual_embed_video":"","_tribe_events_virtual_linked_button_text":"","_tribe_events_virtual_linked_button":"","_tribe_events_virtual_show_embed_at":"","_tribe_events_virtual_show_embed_to":[],"_tribe_events_virtual_show_on_event":"","_tribe_events_virtual_show_on_views":"","_tribe_events_virtual_url":"","footnotes":""},"tags":[],"tribe_events_cat":[349],"class_list":["post-20870","tribe_events","type-tribe_events","status-publish","has-post-thumbnail","hentry","tribe_events_cat-webinar","cat_webinar"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.0 (Yoast SEO v24.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Narrative Strategy: From \u201cCommunication Big Idea\u201d, To Pillars and Touchpoints Experience - Lhoft<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Narrative Strategy: From \u201cCommunication Big Idea\u201d, To Pillars and Touchpoints Experience - Lhoft\" \/>\n<meta property=\"og:description\" content=\"Description Narrative Strategy: From \u201cCommunication Big Idea\u201d, to Pillars and Touchpoints Experience In this learning experience, we will link the Brand Positioning with the Narrative Strategy. 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