power of narrative
TRANSCRIPT
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A narrative is a system of beliefs that effect how you interpret the meaning of things.
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AS MARKETERS WE BUILD NARRATIVESAND THENWE ASK PEOPLE TO ADOPT THEM AS THEIR OWN
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GREAT BRANDS DO THIS
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STORY VS NARRATIVE
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NARRATIVE
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STORY
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A POWERFUL NARRATIVE WILL TELL A THOUSAND STORIES.
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A market story. A customer story, An employee story. An investor story. A partnership story. A product roadmap story. A customer service story. A packaging story. A crisis response story. A launch story. A community story. The next story.
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If you BUILD A NARRATIVE.And GET PEOPLE TO ADOPT IT as their own,
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They’ll SEE THINGS as you do.
(and they can tell their own stories)
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Clear narratives simplify a lot of business decisions.
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NARRATIVE
Marketing
Content Marketing
Website
Customer journey
Information architecture
Tone, languageBlog
Newsletters
Campaigns
Market segmentation
Channels
Messaging
Direct Mail/ Email
Channel strategy
CollateralProduct Strategy
Feature priorities
Roadmap
Customer ExperienceUsability
CRM
Sales Sales enablement
Service
Relationship
Employee Alignment
Collaboration
Values and priorities
Team BuildingDecision-
making
Culture
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WHY
HOW
OFFER
PROOF
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Not always just aspirational rainbows and unicorns….
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FIVE CRITERIA ONE : PRESENTATION TWO : CLARITY THREE : RESONANCEFOUR : SHARE-ABILITYFIVE : ORGANIZATION
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Anti-narratives
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