Narrative vs Marketing speak

The beauty of narrative is two fold. Firstly it is the outside-in, human and practical application of storytelling down to an audience and channel level. Secondly it breaks the mold of marketing speak.

Narrative is human. It requires people, action, details and transformation that your brand can fuel in its customer base. From strategic plans through value proposition to marketing deliverables if you infuse narrative then you infuse action. And action is required for growth.

Without narrative your strategy and materials will be inside-out. Best case it will be problem-benefit driven. Worst case it will be speeds and feeds contaminated.

How are you infusing narrative in what you do?