Marketing Narrative: a quiet and unexpected rise

Marketing Narrative is quietly and slowly gaining ground in marketing disciplines where brands and their managers historically tend to talk about themselves. Marketers can use Narratives to help address the strategic role that vision and leadership play in organizational growth and success by focusing on other people.

In summary, Leaders do lead. Companies that win are usually category leaders. They provide the definition of the market, shift perceptions, and play an integral role in stretching the boundaries of their sector. These companies see change, disruption, and innovation, and they embrace it. They stand out from the crowd by articulating a new perspective on their industry. All great cultures have employed narrative strategies to frame a unique view, communicate a clear vision, and chart a course of actions that support their aspirations and beliefs.

What is Brand Story?

Brand Story helps businesses tell stories about themselves. These stories help them answer the question, “Why do we exist?”. They also allow them to explain how they are different from other companies. Finally, they will enable them to share why customers should care about them.

For example, Apple Computers, Inc. was founded on April 1, 1976, by college dropouts Steve Jobs and Steve Wozniak …