It's time to revisit the narrative(s) that govern your brand and business strategies...
When it's based on false truths
Sometimes a rule of thumb that subsisted for a time, is mistakenly treated as a "norm" or a "given". Such narratives can prove very limiting to a business evolution, and ability to innovate with impact. This is because it will cause you to build to the perceived constraints, vs. an aspirational vision.
Some false narratives I’ve helped clients debunk include:
Every brand interaction should people help understand how your promise, products, and payoff connect. When these elements line up, everyone understands and promotes the brand and a unique point of view. When they fail to line up, people lose sight of the context for why they are creating an experience. Worse, allow the"conversations" and terms being led by competitors to define them.
If this is happening, either leadership and employees do not understand the brand well enough to activate it, OR the they do not have a clear view of the narrative backdrop again which it operates. "conversations" and terms that are being led and defined by others.
In these instances it's vital to examine the brand DNA and distill a strategic "north star" imperative everyone can act on.
A strong brand imperative keeps you nimble and in touch with the right narrative
Strong brand visions commit to visionary outcomes like "find a cure to cancer". They are fueled by this goal or imperative in spite of (or perhaps because of) the obstacles that exist today. This imperative enables them to ask the right questions, and to push against norms that govern the category rather than perpetuate them. Ultimately this frees them to go where the needs are, and create new solutions, all while leaving a unique brand imprint.
I've worked with numerous clients to find their imperative and free them from a dominant narrative that was limiting them. These are some examples:
