-
Wodenworkers reflect the diversity of experiences and perspectives needed to inform the entire customer journey. Our brand storytellers are marketers, strategists, salespeople, consultants, journalists, and copywriters.
-
Woden is an Anglo-Saxon god. The most important influence on Woden’s strategic narrative process is the oral tradition. Woden featured prominently in stories that passed down over generations—the same virality inspired by the StoryKernel.
-
Sure. It just won’t be any good. AI is most effective when it’s working within a human-designed framework. Strategic narrative provides that: a human created story with a framework AI can understand to create content at scale.
-
The abilities of AI—and different models such as Claude, ChatGPT, or Gemini—evolve daily. To maximize these tools to their capability, build the right strategic narrative framework and train the AI on how to use it.
-
Effective marketing requires the right message to the right person at the right time. Strategic narrative guarantees the ideal buyer and the perfect message. It frees marketers up to focus on the channels and creativity that reach people at the right time.
-
Buyers are overwhelmed by generic content. Better content marketing requires a unique viewpoint for your brand: exactly what your strategic narrative is designed to capture. Building your content marketing strategy as part of your strategic narrative ensures it i
s consistent. You can take the different examples or anecdotes already embedded in your content marketing and reframe them as part of this broader story. -
Endless choice and educated customers mean people only buy if they want to. Storytelling connects buyers with the emotional value of a product and shows them why it’s relevant to them. By connecting the brand to a customer’s aspirations, it ensures people want to take the next step.
-
Marketers should use brand storytelling across every medium that’s relevant to their buyer. Many platforms optimize videos for reach which makes them especially important.
-
Product stories are a subset of the strategic narrative. They are used in the Evaluation stage of a customer journey to help buyers visualize how they’ll use a product—and specifically how that product will help them overcome the obstacles laid out for them earlier in the story. Good product stories work within the strategic narrative to validate an emotional buying decision made earlier in the funnel.
-
Efficient buying journeys are customer-led. That means shifting from a “push” motion that drives buyers forward to a “pull” motion that invites buyers to take the next step. Strategic narrative is a framework that ensures the right message is used at each funnel stage and to help pull buyers forward.
-
Good positioning quickly and clearly communicates what makes your brand unique and relevant to your buyer. There are many different approaches used to develop positioning statements. In a strategic narrative, products have both tangible qualities and magical ones. A good positioning statement should capture both of these and invite buyers to ask for more.
-
Strategic narratives create an ideal customer profile to function as the hero. In brands with multiple buyers, the hero is often a psychographic profile that describes the common aspirations of all buyers. Within the messaging hierarchy, you can then develop more specific variations of the story relevant to each individual persona.
