What is a corporate narrative?...
It’s becoming more common nowadays to hear commentators refer to a political leader’s or candidate’s “narrative” message. This concept, however, is yet to take deep hold in the business world, though it soon will. A story, or narrative, in the general sense of the word is an explanation of events that can be recounted in detail through a series of...Sheffield Launches Offering to Create St...
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Message Development, Narrative Mapping, News, Professional Development on
November 3, 2009 |
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As organizations are pressed to create winning strategies and gain widespread consensus quickly, Sheffield Marketing Partners has developed Strategic Narrative Mapping as a standalone offering to assist in the planning process. The service is based on the core Narrative Mapping process, yet focuses on identifying key elements of an organization’s go-to-market strategy that are...
Sheffield Marketing Partners Celebrates ...
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Marketing Insights, Message Development, Narrative Mapping, News on
October 3, 2009 |
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Downers Grove, Ill., July 1, 2009—Sheffield Marketing Partners (Sheffield), a boutique agency that specializes in message and narrative development, is celebrating three years of growth today. Sheffield was founded by Chicago agency veterans Joseph McCormack and John Severance to help organizations stand out in the marketplace by crafting and telling a compelling story.
Since opening...
Sheffield Institute trailer...
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Marketing Insights, Message Development, Professional Development, Social Media & Public Relations, Technology on
February 20, 2009 |
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Inside Message Mapping and Fluency...
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Marketing Insights, Message Development, Narrative Mapping, Technology on
February 12, 2009 |
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...
Wordle...
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Marketing Insights, Message Development, Narrative Mapping, Technology on
December 11, 2008 |
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Word clouds and message mapping meet - a Sheffield dream
Wordle is amazing. It shows how the words we use create “word clouds” and depicts how frequency of usage might be displayed visually. Visit...
What’s the difference between a me...
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jmccormack in
Marketing Insights, Message Development, Narrative Mapping on
September 15, 2008 |
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At first glance, this seems obvious. Yet, when you turn marketers loose it quickly gets murky. A message conveys a single point; a story many points (i.e., messages, perspectives, thoughts, etc.). So, forget trying to a build a compelling message or crafting a phrase that’s says it all. A story narrative is a much better way to turn messages into someting much more...
Delivering the Perfect Pitch...
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Marketing Insights, Message Development, Strategy & Branding on
May 1, 2007 |
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Most businesses would fail miserably if held to the challenge of describing their businesses in 10 words or less. Business Week, in a recent article, described how Microsoft and Tellme succeeded to simplify their pitches. My suggestion is not to aim for 10 words but to try to deliver your story in less than 60 seconds. Given enough training, any one can toss out a catchy phrase, but can...
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