The HOW behind the story: a framework for the design of brand narrative

Lelis, Catarina ORCID: and Kreutz, Elizete (2021) The HOW behind the story: a framework for the design of brand narrative. In: Design, Visual Communication and Branding. Cambridge Scholars Publishing, Newcastle, UK. (In Press)

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At the turn of the millenium, non-conventional narratives and hyper-novels emerge, in which the story can unfold in, virtually, infinite possibilities and where the reader becomes an active and interactive participant. Likewise, contemporary brands admit a level of flexibility that allows them to develop and closely accompany a constantly evolving and participatory world. Following the assumption that a brand is a live construction, the objective of this ongoing research is to identify HOW contemporary brands can approach narrative through their logos. The method consists of a qualitative hermeneutical content analysis of dozens of contemporary visual identities. Brought from relevant and prominent literature on narrative, the identified discourse elements were grouped, a code book was created and an organising matrix was created to allow the emergence of six main dimensions of visual identity narrative. With the extended benefit of increasing brand engagement and meaningful brand experiences (possibly defining the audiences’ preferences), by designing the most appropriate visual storytelling, the proposed dimensions can support, to begin with, the process of aligning the brand’s WHY to its WHAT.

Item Type: Book Section
Subjects: Graphic arts > Advertising
Media > Branding
Graphic arts > Graphic communication
Graphic arts > Graphic design
Business and finance > Small business > Innovation
Media > Media practice
Social sciences > Communication and culture
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Depositing User: Catarina Lelis
Date Deposited: 23 Aug 2021 12:32
Last Modified: 28 Aug 2021 07:16

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