Based on a presentation given at NYC Relate Live Conference, this 10-page white paper digs down into the concept of the Beloved Brand Triangle that author Matt Harrington created and showcased at the conference. Learn how Millennials, trust are all intertwined and walk away with key questions to ask your organization and customers to build a more beloved, Millennial-friendly company.
Let’s build out the Beloved Brand Triangle with thesis #3. The final point on our triangle is narrative belonging. Narrative Belonging is the ongoing effort by a brand to tell the story continually of how a customer that uses the brand will have a sense of belonging to the product and service that will greatly enhance the customer’s existence and experience.
Millennials. Brands. Trust. Three things that seemingly go together, yet each one has its own origin story. Exploring each one is the task at hand for the next month and a half as we prepare for the Relate Live New York City conference on October 22-23. How we fit these massive topics all into a 45 minute presentation, giving each one its own stage time, while connecting the dots, threading the narrative through all of them to come away with useful insights and nuggets of knowledge for conference goers will be our challenge.