customer experience: adapting your global narrative by janet morgan
Post on 16-Apr-2017
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The cornerstone of a strategic narrative is a shared purpose. This shared purpose is the outcome that you and your customer are working toward together. It’s the journey that you are on with them. By having a shared purpose, the relationship shifts from consumer to co-
creator. How to Build a Strategic Narrative, Harvard Business Review
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Bake off challenge
Take one basic recipe, with the same ingredients, tools and instructions, and ask the bakers to produce the finished product…
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Content challenge
Take one basic narrative, with the same ingredients, tools and instructions, and ask
our content creators to produce a finished product (on brand and in style)…
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Ingredients
• Organisation’s mission
• Brand purpose
• Values
• The priorities
• Approach to CSR
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Mission: Inspire and develop the builders of tomorrow.
Vision: Inventing the future of play.
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Tools• Framework
• Tone of voice
• Style guide
• Brand guidance
• Artwork and imagery
• Templates
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GSK narrative– One document built around themes and proof points – Themes allow for flexibility and consistency– Proof points allow for adaptation– Acts as the ‘primary reference’ for other materials
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Instructions• How to use the content
• What good looks like
• What is the objective
• Principles and policies
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©DavidGriffen.co.uk
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Any variation on the finished product will be a result of their own technical knowledge and experience (or lack of it).
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©BBC
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