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Created by:Nishant ZaveriNishant Zaveri
{"id":1348939,"type":0,"block_id":"nzav_1373265349","theme_id":21,"user_id":480596,"path":"visual-brand-storytelling-processTM","title":"visual brand storytelling process™","pubtitle":"visual brand storytelling process™","tags":"","public":true,"publicAccess":true,"private_link_enabled":0,"thumb":"https://s3-eu-west-1.amazonaws.com/infogram-thumbs-200/nzav_1373265349.jpg","width":550,"copyright":"Copyright Nishant Zaveri 2013","properties":{"publishType":0,"transparent":false,"rtl":false,"export_settings":{"showGrid":true,"showValues":true},"whitelabel":false,"embed_button":"enabled","title_link":"infogram","custom_logo":"infogram","custom_link_url":"","embed_button_text":"Share","decimal_separator":".,"},"elements":[{"type":"particle","particle_id":16242730,"object_id":"e88355ee-eab4-11e4-a037-7b5f270fdca9","particle_type":"maintitle","picture":null,"text":"visual brand storytelling process™","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":1755745,"object_id":"nzav_1373270990","particle_type":"image","picture":"https://s3-eu-west-1.amazonaws.com/infogram-particles-700/nzav_1373270990.jpg"},{"type":"particle","particle_id":1755375,"object_id":"nzav1373265541","particle_type":"bodytext","picture":null,"text":"1) THE SETTING - A good story is set in a specific time. The characters and the situations that are defined by the happenings of that era. The setting of a brand story would be defined by : the industry, company, consumer, category, brand history, retail, competition, brand supply chain and more importantly the socio-cultural fabric in which the brand operates.","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1755668,"object_id":"nzav_1373269908","particle_type":"image","picture":"https://s3-eu-west-1.amazonaws.com/infogram-particles-700/nzav_1373269908.jpg"},{"type":"particle","particle_id":1755605,"object_id":"nzav1373269003","particle_type":"bodytext","picture":null,"text":"2) THE CONFLICT- A point in time that makes the plot move forward. At this point, the protagonist faces a major challenge. In the context of a brand story, this stage defines the problem. ","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1755674,"object_id":"nzav_1373270013","particle_type":"image","picture":"https://s3-eu-west-1.amazonaws.com/infogram-particles-700/nzav_1373270013.jpg"},{"type":"particle","particle_id":1755643,"object_id":"nzav1373269495","particle_type":"bodytext","picture":null,"text":"3) THE LEAP: This is where the protagonist finds a way to overcome the major conflict. Often this stage in a story unravels the true character of the protagonist. For a brand story this is where we decipher the consumer black box by understanding the meaning, symbolisms, schema, patterns, beliefs, values, perception, motivators, habits, relationships, emotions and deep seated conflicts.This phase in a brand story would comprise of charting out a possibility map, re-imagining or re-aligning strategy that mitigates or overcomes the conflict that the brand faces.","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1755689,"object_id":"nzav_1373270172","particle_type":"image","picture":"https://s3-eu-west-1.amazonaws.com/infogram-particles-700/nzav_1373270172.jpg"},{"type":"particle","particle_id":1755690,"object_id":"nzav1373270183","particle_type":"bodytext","picture":null,"text":"4) WEAVE: This is where we weave everything to resolve the problem. The solution manifests itself and the story concludes. For a brand story the manifestation would be brand expressions like an identity, brand design or retail environmental design. 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