The best intentions about digital experience — and the desire to create stronger connections with customers — are destined to fall flat unless companies develop effective narratives for their marketing campaigns.
That’s the message from Deb Lavoy, CEO and founder of Narrative Builders, who maintains companies need to step off the marketing treadmill and start with a good narrative.
While marketing and communications professionals in organizations all over the world cite good storytelling as a key element of marketing success, many organizations are finding it difficult to “build a good story.”
But without a strong narrative, your brand story lacks coherence. You’ll struggle — to align your teams around a common objective, attract and inspire investors, and craft a unified business strategy.