Branding used to be about design and telling a story. Agencies that used to excel at that are struggling to win over the new digital customer and his short attention span. They feel his life is overloaded with multiple screens and omni channel marketing. They're wrong. The digital customer is involved and inspired. He is extremely sophisticated and clued in to his needs and tunes out media rich but story light marketing.
With targeted curated content you can reach this customer and turn him into the holy grail of the modern customer.... An advocate. But for this you need to figure out how to become part the customer's story. How to make an emotional connection that becomes a strategic advantage for you in the sales cycle.
Storyscaping is a powerful methodology that uses deep strategic analysis of customer and competitor landscape, your capabilities and brand analysis to come up with an organizing idea. This organizing idea replaces brand statement and promise and is monomaniacally aligned with customer perceptions and expectations and drives all marketing efforts.
Deliverables from a storyscaping exercise are primary research for brand analysis, sales strategy and brand strategy.