Many pop marketing discussions today revolve around narrative. Campaigns are bought and sold based on the word. Agencies hired and fired. Social media has cornered the market on brand narrative. I like the word, in fact. It’s a much better word than “sell.” In fact. my brand planning rigor is steeped in narrative. But it’s over as a selling mechanism…ish.
Deeds are the new narrative. Old schoolers might call it “putting your money where your mouth is.” Story tellers tell stories. Leaders use deeds. What are deeds? Tangibles. Things. Actions. Hands on stuff. Story tellers sit about the camp fire. Deedists, make the campfire.
A soldier with lots of medals on the uniform has performed not chronicled. A marketer with a claim and lots of proof to back it up is a marketer whom narrators can get behind. Similar to my Posters vs. Pasters opine – target the Posters, the Paster will follow – marketers should concern themselves with the deeds and leave the narrative to others. Puh-eace!