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THE POWER OF A
POWERFUL
NARRATIVE.
WITH HILLARY, DONALD
AND BERNIE.
Deb Lavoy
@deb_lavoy
deb@narrativebuilders.com
A narrative is a system
of beliefs that effect
how you interpret the
meaning of things.
AS MARKETERS
WE BUILD NARRATIVES
AND THEN
WE ASK PEOPLE TO ADOPT
THEM AS THEIR OWN
GREAT BRANDS DO THIS
STORY VS NARRATIVE
NARRATIVE
STORY
A POWERFUL NARRATIVE
WILL TELL A THOUSAND
STORIES.
AND TRANSFORM YOUR
MARKET (AND YOUR
BOTTOM LINE).
AS MARKETERS
WE BUILD NARRATIVES
AND THEN
WE ASK PEOPLE TO ADOPT
THEM AS THEIR OWN
… people's active resistance
…. doesn't mean that those
efforts aren't working. Belief
change is a war of attrition,
not a...
NARRATIVE
MARKETING
BUSINESS
: A CONTINUOUS AND
COHESIVE PROGRAM OF
BELIEF BUILDING
SO WHO WANTS TO GO
CONVINCE THE EXECUTIVE
TEAM TO INVEST IN
NARRATIVE?
Goal – a focused, directed,
actionable discussion about a
tangible, valuable thing.
We make it measurable.
FIVE CRITERIA
ONE: PRESENTATION
TWO: CLARITY
THREE: RESONANCE
FOUR: SHARE-ABILITY
FIVE: ORGANIZATION
Presentation 0-2 Clarity 0-2 Resonance 0-2
Is the narrative clearly presented
on the website or other public
facing place?...
WHAT DO
CANDIDATES
WANT? donations
votes
volunteers
enthusiasts
converts
WHAT DO
CITIZENS
WANT?
confirmation
information
participation
ammunition
1. Websites are small parts of
candidate narratives.
2. We’re only going to look at
two pages – home and
issues.
CAVEATS
So let’s measure
the narrative
strength of
HillaryClinton.com
Note, we aren’t evaluating the merits, just the
strength of ...
Presentation 0-2 Clarity 0-2 Resonance 0-2
Is the narrative clearly presented
somewhere easy to find? 0
Is it easy to
unde...
8/32.
Is this a powerful
narrative?
This score card is a
roadmap for making it
better
Measuring
DonaldJTrump.com
Note, we aren’t evaluating the merits, just the
strength of the narrative.
Presentation 0-2 Clarity 0-2 Resonance 0-2
Is the narrative clearly presented
somewhere easy to find? 2
Is it easy to
unde...
The rest of the form
gets specific…
Presentation 0-2 Clarity 0-2 Resonance 0-2
Is the narrative clearly presented
somewhere easy to find? 1
Is it easy to
unde...
SO WHAT?
NARRATIVE STRENGTH IS
MARKET IMPACT
You can do something about it.
1. Measure your narrative
strength.
Get a more aligned
and productive about
how to go forward.
2. Build your narrative.
This is a process that
requires a clear framework,
and real commitment of time,
intellect and emo...
3. Make it the center of your
universe.
- Attach strategy to narrative
- Attach product to narrative.
- Attach people to n...
NARRATIVES ARE REAL.
YOU CAN MEASURE THEM
AND MAKE THEM
POWERFUL.
Deb Lavoy
@deb_lavoy
deb@narrativebuilders.com
PRESENTATION
How well is the narrative is
presented?
Is it engrossing?
Can I find it and follow it?
Do I want to?
ONE
How easy is it to
understand?
This can be the key
issue in complex or
technical narratives.
CLARITY
TWO
Does it make me feel
something?
Does “it make sense”?
Is there supporting
evidence?
RESONANCE
THREE
If I see it, and I get it, can I
explain it to someone else?
Do you encourage me to do
that? Does your website have
nice l...
This measures how well your
organization is managing its
narrative internally.
ORGANIZATION
FIVE
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
Narratives are powerful. mid atlantic marketing summit 2016
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Narratives are powerful. mid atlantic marketing summit 2016

what are narratives? how do they differ from story? can we measure them? yes.

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Narratives are powerful. mid atlantic marketing summit 2016

  1. 1. THE POWER OF A POWERFUL NARRATIVE. WITH HILLARY, DONALD AND BERNIE. Deb Lavoy @deb_lavoy deb@narrativebuilders.com
  2. 2. A narrative is a system of beliefs that effect how you interpret the meaning of things.
  3. 3. AS MARKETERS WE BUILD NARRATIVES AND THEN WE ASK PEOPLE TO ADOPT THEM AS THEIR OWN
  4. 4. GREAT BRANDS DO THIS
  5. 5. STORY VS NARRATIVE
  6. 6. NARRATIVE
  7. 7. STORY
  8. 8. A POWERFUL NARRATIVE WILL TELL A THOUSAND STORIES.
  9. 9. AND TRANSFORM YOUR MARKET (AND YOUR BOTTOM LINE).
  10. 10. AS MARKETERS WE BUILD NARRATIVES AND THEN WE ASK PEOPLE TO ADOPT THEM AS THEIR OWN
  11. 11. … people's active resistance …. doesn't mean that those efforts aren't working. Belief change is a war of attrition, not a search for the knock- down argument ... Dr. Art Markman - UT College of Liberal Arts:
  12. 12. NARRATIVE MARKETING BUSINESS : A CONTINUOUS AND COHESIVE PROGRAM OF BELIEF BUILDING
  13. 13. SO WHO WANTS TO GO CONVINCE THE EXECUTIVE TEAM TO INVEST IN NARRATIVE?
  14. 14. Goal – a focused, directed, actionable discussion about a tangible, valuable thing.
  15. 15. We make it measurable.
  16. 16. FIVE CRITERIA ONE: PRESENTATION TWO: CLARITY THREE: RESONANCE FOUR: SHARE-ABILITY FIVE: ORGANIZATION
  17. 17. Presentation 0-2 Clarity 0-2 Resonance 0-2 Is the narrative clearly presented on the website or other public facing place? Is it easy to understand? Does it evoke an emotional response in the viewer (emotional resonance)? Is it easy to find and follow? Does it cover key points or are there significant gaps? Does it “make sense” to people (intellectual resonance)? Is it interesting? Does it flow naturally from one level of detail to the next? Can it be applied to many situations and people? It is connected to other assets that further develop the themes? Does it flow from one topic to the next? Does it offer supporting information and proof points that lend credibility? Subtotal Subtotal Subtotal Shareability 0-2 Organization 0-2 Is it memorable? Is it documented and accessible? Could most people explain it to someone else? Do people refer to it? Are you encouraging people to share it? Is there process for maintaining it? Do you use digital tools to make sharing convenient? Is there ownership? Subtotal Subtotal NARRATIVE STRENGTH SCORECARD
  18. 18. WHAT DO CANDIDATES WANT? donations votes volunteers enthusiasts converts
  19. 19. WHAT DO CITIZENS WANT? confirmation information participation ammunition
  20. 20. 1. Websites are small parts of candidate narratives. 2. We’re only going to look at two pages – home and issues. CAVEATS
  21. 21. So let’s measure the narrative strength of HillaryClinton.com Note, we aren’t evaluating the merits, just the strength of the narrative.
  22. 22. Presentation 0-2 Clarity 0-2 Resonance 0-2 Is the narrative clearly presented somewhere easy to find? 0 Is it easy to understand? 0 Does it evoke an emotional response in the viewer (emotional resonance)? 0 Is it easy to find and follow? 0 Does it cover key points or are there significant gaps? 2 Does it “make sense” to people (intellectual resonance)? 0 Is it interesting? 0 Does it flow naturally from one level of detail to the next? 0 Can it be applied to many situations and people? 1 It is connected to other assets that further develop the themes? 1 Does it flow from one topic to the next? 0 Does it offer supporting information and proof points that lend credibility? 0 Subtotal 1 Subtotal 2 Subtotal1 Shareability 0-2 Organization 0-2 Is it memorable? 0 Is it documented and accessible? Could most people explain it to someone else? 0 Do people refer to it? Are you encouraging people to share it? 1 Is there process for maintaining it? Do you use digital tools to make sharing convenient? 1 Is there ownership? Subtotal 2 Subtotal---- NARRATIVE STRENGTH SCORECARD
  23. 23. 8/32. Is this a powerful narrative? This score card is a roadmap for making it better
  24. 24. Measuring DonaldJTrump.com Note, we aren’t evaluating the merits, just the strength of the narrative.
  25. 25. Presentation 0-2 Clarity 0-2 Resonance 0-2 Is the narrative clearly presented somewhere easy to find? 2 Is it easy to understand? 1 Does it evoke an emotional response in the viewer (emotional resonance)? 2 Is it easy to find and follow? 1 Does it cover key points or are there significant gaps? 0 Does it “make sense” to people (intellectual resonance)? 1 Is it interesting? 1 Does it flow naturally from one level of detail to the next? 1 Can it be applied to many situations and people? 0 It is connected to other assets that further develop the themes? 0 Does it flow from one topic to the next? 1 Does it offer supporting information and proof points that lend credibility? 0 Subtotal 4 Subtotal 3 Subtotal3 Shareability 0-2 Organization 0-2 Is it memorable? 2 Is it documented and accessible? Could most people explain it to someone else? 1 Do people refer to it? Are you encouraging people to share it? 0 Is there process for maintaining it? Do you use digital tools to make sharing convenient? 0 Is there ownership? Subtotal 3 Subtotal---- NARRATIVE STRENGTH SCORECARD SCORE – 13/32
  26. 26. The rest of the form gets specific…
  27. 27. Presentation 0-2 Clarity 0-2 Resonance 0-2 Is the narrative clearly presented somewhere easy to find? 1 Is it easy to understand? 2 Does it evoke an emotional response in the viewer (emotional resonance)? 2 Is it easy to find and follow? 2 Does it cover key points or are there significant gaps? 2 Does it “make sense” to people (intellectual resonance)? 2 Is it interesting? 2 Does it flow naturally from one level of detail to the next? 2 Can it be applied to many situations and people? 1 It is connected to other assets that further develop the themes? 1 Does it flow from one topic to the next? 1 Does it offer supporting information and proof points that lend credibility? 2 Subtotal 6 Subtotal 7 Subtotal7 Shareability 0-2 Organization 0-2 Is it memorable? 2 Is it documented and accessible? Could most people explain it to someone else? 2 Do people refer to it? Are you encouraging people to share it? 2 Is there process for maintaining it? Do you use digital tools to make sharing convenient? 2 Is there ownership? Subtotal 8 Subtotal---- NARRATIVE STRENGTH SCORECARD SCORE – 28/32
  28. 28. SO WHAT?
  29. 29. NARRATIVE STRENGTH IS MARKET IMPACT
  30. 30. You can do something about it.
  31. 31. 1. Measure your narrative strength. Get a more aligned and productive about how to go forward.
  32. 32. 2. Build your narrative. This is a process that requires a clear framework, and real commitment of time, intellect and emotion.
  33. 33. 3. Make it the center of your universe. - Attach strategy to narrative - Attach product to narrative. - Attach people to narrative - Attach every bit of content and digital to narrative.
  34. 34. NARRATIVES ARE REAL. YOU CAN MEASURE THEM AND MAKE THEM POWERFUL.
  35. 35. Deb Lavoy @deb_lavoy deb@narrativebuilders.com
  36. 36. PRESENTATION How well is the narrative is presented? Is it engrossing? Can I find it and follow it? Do I want to? ONE
  37. 37. How easy is it to understand? This can be the key issue in complex or technical narratives. CLARITY TWO
  38. 38. Does it make me feel something? Does “it make sense”? Is there supporting evidence? RESONANCE THREE
  39. 39. If I see it, and I get it, can I explain it to someone else? Do you encourage me to do that? Does your website have nice little sharing buttons? SHAREABILITY FOUR
  40. 40. This measures how well your organization is managing its narrative internally. ORGANIZATION FIVE

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