building a strategic narrative messaging framework
TRANSCRIPT
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Strategic Narrative Messaging and
MarketingAn
Overview
Boulder Marcom Group
October 30, 2014
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Today’s Objectives• Examine positioning and messaging from a higher,
industry level perspective• Outline the basics of the strategic narrative and how
can it help align companies• Discuss practical approaches to strategic narrative
messaging and marketing• Leave with a new mindset
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Messaging Challenges• Crafting messaging that is truly compelling and
stands out is difficult• Traditional positioning and messaging approaches
often are too inward and self-centered• Many companies explain “how” they do things – not
what they do• They leave it to others to define their market space• They lack a central “cause” that all facets of the
business can rally behind
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The Opportunity • Organizations can define existing or new categories as a
means of creating a market-leading position• The “category story” becomes the basis of a corporate
narrative that engages influencers, employees, investors, partners and customers, and impacts perceptions and drives positive change
• The narrative becomes more than a marketing message; its a corporate strategy that reaches all facets of business
• It can be leveraged through PR and marketing campaigns• The results are profound – helping align companies and
providing a roadmap to execute against
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Strategic Narratives • Strategic Narratives are central to the practice of
international relations. Governments use narratives strategically to achieve desired objectives: defining their countries’ identities, explaining their role in the world, identifying allies and enemies, establishing the nature of the relationships among them; contextualizing historical events, as well as policy decisions.
• They provide a “concise statement of what it is doing, why, and how that links to a positive vision of the future with the individual actions of members of its own societies and members of other societies whom it wishes to influence”
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Strategic Narrative Messaging• Defines the landscape and trends
– Industry level, category focused – then company “what” • Vision for the Future
– Market segment growth/promise, company “cause/purpose” • What the Company Does
– Advance cause and industry, customer benefits tied to trends • Tangible Company-wide
– Brings company vision to life – everyone can support it• Single Message, Company-wide Initiative
– Clear, with purpose, confidence and pride• Open and Inclusive
– Company, industry and competitors – the more the merrier
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Basis of Strategic
Narrative
Market Dynamics
Popular Perceptions
Challenges
Opportunities
Best Practices
Benefits/Value
Strategic Narrative Discussion
• Think up at industry level
• THINK BIG!• Be provocative,
contrarian and bold• Think like a visionary
Don’t worry about competitors
• Think like a teacher• But, act like a leader!• Dare to change the
world!
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#1 Add Context to Mega-trends
• Most industries are being disrupted – define the mash-up of industry dynamics?
• Aim to provide insight and context into industry trends
• Provide a viewpoint and opinion on what’s happening outside of your own company
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#2 Define and Honor the Category
• Step outside of your company to define the category as you see it
• How can your company advance the adoption and the evolution of the category?
• Is there a process or framework you can develop and “give” to the industry?
• Always make it a priority to champion the overall good of your category or market space
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#3 Shape a Better World
• Outline a vision statement for the industry • Where would you like to see your industry in three
to five years? • What contributions can your market segment make
to industry/customers/mankind?
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#4 Define Your Role
• Define your company’s goals and course of action • What overall role do you play in the world you’ve
defined?• What is the company vision for innovation? • How will it benefit customers and align with the
mega-trends you’ve defined?
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#5 Be Inclusive
• Don’t define a strategic narrative that “only applies to us”
• Re-shaping a category/industry – welcome visitors, including competitors!
• Think how it touches each and every employee, partner, customer and influencer
• Talk less about yourself, and more about the world you live in
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Strategic Narrative
Website and Digital
Marketing
Analyst Relations
Media Relations
Content Marketing
Thought Leadership
Social Media
Rally Around and Promote the Narrative!
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Example: CodeFutures
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What does CodeFutures Stand for?• A new, much-needed approach for gaining value
from databases and the data they hold • Total commitment to data agility – through a
combination of streaming technology and flash• Accelerating access to information that matters for
real-time big data and operational intelligence • Simplifying data access complexity – with back-end
structure for dynamic customization • Making databases more agile and useful• Aligning big data and IT process agility – “Agile”• Sharing knowledge and expertise
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What Do We Do – Tagline Set-up
We’re all about agile data, combining flexibility with structure, the ability to leverage big data to its fullest,
and enabling the real-time enterprise That’s what CodeFutures does!
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CodeFutures:
Making Your Data Agile
Championing: Agile Big Data
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Thank you!&
Questions?