“Either write things worth reading or do things worth writing".”
―Benjamin Franklin
PERFORMANCE STORYTELLING MEETS DIGITAL MEDIA STRATEGY
Every brand needs a unique narrative structure to determine what differentiates their products or services in the marketplace. These are my pillars for developing a strategy and growth marketing roadmap.
Defining Narrative
I view a brand ID as the protagonist. The brand's unique marketplace is the story setting through which our hero is questing, to build a foundation from which to plot a communication strategy.
Communication Arc
We plot each step from incision to sought resolution, then work back from that end to design a campaign roadmap with quarterly thematic acts and timely beats that engage the targets.
Priming the Groove
A heroes journey will have obstacles, mostly in the form of competition. They are not to be avoided or ignored. To win marketshare we need to know their story and arc as much as we know our own.
Success is Not Final
Either is failure. Every function of the business must be clear on their KPIs and responsible for measuring, reporting, and improving as learning begins feeding the overarching dashboard.
