Transformational Narratives

Very few narratives are transformational. Such narratives, campaigns or brands, are characterised by intensely-engaged experiences with strong timeless themes.

These narratives are fast-changing, yet potentially result in lasting transformation of the world.

A volatile environment for the positioning of brands or themes for communications: strong opportunity if there is positive alignment, or a great threat if an opposed issue.

Timeless Narratives

A small number of narratives, campaigns or brands, are timeless – characterised by long-term, deep engagement, and driven by a small number of key players who are often experts and authorities.

These narratives are good choices for the positioning of brands or themes for communication activities. They are high-value but difficult to own, so focus is key.

As issues however, these narratives are expected to persist or grow.

Tribal Narratives

Characterised by intense debate, tribal narratives are driven by personal experiences or commercial perspectives, bringing divergent POVs.

The vast majority of this debate, this flow, has no impact. Far less than one percent of content in such a narrative, will have any significance.

Although it is easy to be a participant, it is far more difficult to be a player or leader in such narratives.

Transient Narratives

The vast majority of narratives, campaigns or brands are transient. Such narratives will fall away without investment of time or resources.

These are poor choices for the positioning of brands or themes for communications. As issues, they are not expected to persist or grow.

Strategically, such narratives are often easy to ‘own’, but they must be driven, or connected to greater relevance and/or differentiation, to have long-term value.