10am - The story of Narrative
Introduction; The Power of Narrative.
Selection of the day’s case study base.
Part One: Narrative Development / Change Narrative Development
Tools for analysis and definition of the effect we seek from our new narrative; what we should seek to counter, what we should seek to install.
The what and where of the journey we will describe
The how of how we will get there
Frameworks for creating and developing breakthrough narrative
Models for testing effectiveness and fitness for purpose pre-launch.
Exercise, Case Studies.
Part Two: Propositions
What makes an effective narrative / change narrative proposition?
Case Study, Exercise.
Applying Brand discipline to policy and organisational positioning; frameworks, case study, exercise
Defining the rational from the emotional appeal of our proposition, tools to achieve the optimum balance
Part Three: Bringing it Together
The difference between narrative and proposition; learning how to exploit and use the difference, and when.
Case study, exercise.
Part Four: Getting it in play
A Practical Guide/ Toolkit / Take-aways for the reality of our working environment
Price £620 + Vat, lunch includedBack