Technology Communication, Positioning & Market Understanding
Market narrative vs. Sales narrative: Why most B2B tech companies confuse the two
Most B2B tech companies think they have a market narrative when what they actually have is a sales narrative wearing bigger clothes. This post argues that the real failure isn't a missing vision—it's sequencing: the sales story gets written first, under quarterly pressure, and the market story gets backfilled from it later, diluted into something too generic to convince anyone outside the buying committee.
Broadcast and AV converged their infrastructure. The market story never did.
Broadcast and AV have already converged technically, but the market is still debating standards instead of defining what this transformation means. This article explores why narrative lag slows adoption and why companies that shape the story shape the market.
The misalignment problem: Why narrative strategy is a business imperative, not a marketing luxury
As B2B technology companies scale, products become more sophisticated, but stories often become more fragmented. Narrative strategy provides the shared foundation that aligns teams, clarifies positioning, and helps markets understand why your solution matters.
Understanding the differences between brand story, brand narrative, and brand storytelling
This article explains the differences between brand story, brand narrative, and brand storytelling, highlighting their unique roles in branding. A brand story serves as the foundational identity, defining who a brand is and why it exists. The brand narrative expands on this foundation, evolving as a dynamic, audience-influenced conversation. Brand storytelling brings both to life through creative execution in content, campaigns, and experiences. Together, these elements form a cohesive brand strategy that ensures consistency, fosters deeper audience connections, and drives impactful results.
From cold to connected: How storytelling can transform tech brands
Learn how tech companies can use brand storytelling to build authentic connections with their audience, featuring practical examples from Apple, Microsoft, and other leading brands.