Narrative

What is a narrative?
Application of narrative in marketing
Narrative in crisis PR
Narrative in branding
Narrative in advertising
Conclusion

What is a narrative?

A narrative is not just a story, but a sequence of events that are interconnected and do not contradict each other. In the context of marketing, the narrative is formed around a brand or a specific product. This concept appears in various fields such as psychology, literature, history, and political science, and understanding it can be beneficial in marketing. A narrative is not a tool, but a way to rethink familiar things in order to view them from a new perspective.

To grasp the essence of a narrative, it is necessary to consider how reality is structured. In our world, both positive and negative events coexist, good and evil. Natural disasters, political conflicts, and other complex situations occur, which can have numerous causes. It is not easy to make sense of all this, and that is why people highlight certain events, connect them into a story, and form conclusions that help explain the surrounding reality.

For example, many wonder why some people become wealthy while others do not. The answer may not be obvious, but upon analysis, one can notice a common trait among wealthy individuals—they worked hard. This leads to the formation of the narrative: "Hard work leads to wealth." However, the fact that many wealthy individuals were born into affluent families is often overlooked. Thus, different people can extract various events from reality, creating their unique narratives, even though reality itself remains unchanged.

Application of narrative in marketing

In marketing, narrative plays a key role, especially in crisis situations when it is necessary to explain complicated events. For example, in the case of a data breach involving customer information, it is important to control the narrative being formed. If the perception of the situation is not managed, it can lead to negative consequences for reputation. Experts, such as Forbes, offer several recommendations for managing a crisis narrative:

Respond promptly by acknowledging the issue and starting your own investigation.
Do not deny the existence of the problem to avoid exacerbating interest in it.
Use brand media and supporting media to present the situation from your perspective.
Listen to public reaction and show that you are considering people's opinions.
Emphasize your company's values when commenting.
Share the measures taken to prevent similar situations in the future.
Publish a brief summary of events—the simpler, the better.
Convey your narrative to employees, explaining that this is the company's official response.

Narrative in crisis PR

An example of effective narrative management is the case of "Yandex Food," when in February 2022, there was a data breach involving customer information. The company was the first to report the incident and built its version of events, which helped minimize the consequences of the crisis. This highlights the importance of controlling the narrative in both crisis situations and everyday marketing.

Narrative in branding

A brand can have both an internal and an external narrative. The internal narrative reflects the story the company tells about itself, while the external narrative is what others say about it. A strong internal narrative fosters employee cohesion and understanding of the company's goals. This, in turn, helps better position the brand and find its target audience.

It is important that internal and external narratives align. If they diverge, it can lead to reputational issues. For example, "Russian Post" has long had a negative image, despite attempts to position itself as a modern technological company.

Narrative in advertising

Since the 2010s, storytelling has gained popularity in marketing, which involves presenting information through stories. Instead of simply listing facts, advertisements begin to tell stories that the audience can relate to. Although this technique has become less relevant, a narrative can still be created even without text, using visual details that evoke certain associations in consumers.

For example, instead of merely showing a product, one can create a context around it that tells a story. Details become important: the surrounding environment, the actions of people. This allows for the formation of a positive image of the product in the minds of consumers.

Conclusion