The rise of strategic narrative in marketing

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It’s no secret that a person who talks endlessly about themselves is a bore. For years, businesses have been guilty of this “look at me” approach when it comes to positioning and messaging. Mission statements, inward value manifestos and the overuse of self-serving superlatives result in a dead end of unfocused and uninspiring brand messaging.

But the use of narrative in marketing is quietly and slowly gaining traction. While storytelling has helped move the needle away from traditional messaging approaches, narrative addresses the more strategic role industry vision and leadership play in the growth and success of an organization.

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How Apple’s iPhone changed the world: 10 years in 10 charts

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Apple’s first iPhone was released 10 years ago this week — on June 29, 2007. While it wasn’t the first smartphone, it leapfrogged far beyond the competition and launched the mobile revolution. Few industries or societies have been left unchanged.

Here are 10 charts that show some of the profound effects the iPhone-led — and Google Android-fueled — mobile boom have caused over the past decade.

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Why big companies die

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Peggy Noonan isn’t usually thought of as a mangement thinker.  But in her Wall Street Journal column last week she has an insightful paragraph on management:

There is an arresting moment in Walter Isaacson’s biography of Steve Jobs in which Jobs speaks at length about his philosophy of business. He’s at the end of his life and is summing things up. His mission, he says, was plain: to “build an enduring company where people were motivated to make great products.” Then he turned to the rise and fall of various businesses. He has a theory about “why decline happens” at great companies: “The company does a great job, innovates and becomes a monopoly or close to it in some field, and then the quality of the product becomes less important. The company starts valuing the great salesman, because they’re the ones who can move the needle on revenues.” So salesmen are put in charge, and product engineers and designers feel demoted: Their efforts are no longer at the white-hot center of the company’s daily life. They “turn off.” IBM [IBM] and Xerox [XRX], Jobs said, faltered in precisely this way. The salesmen who led the companies were smart and eloquent, but “they didn’t know anything about the product.” In the end this can doom a great company, because what consumers want is good products.

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World remembers Apple’s Steve Jobs

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In Tokyo, Apple fans pay respect with digital candles–on iPads and iPhones, of course.

Steve Jobs, the visionary who co-founded and built Apple into the world’s leading tech company, died Wednesday. He was 56.  The terribly sad news that he has died is taking the world by storm. (Pics)

 

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Steve Jobs Reveals Plans for the New Hi-Tech Apple Headquarters

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Apple’s new high-tech headquarters.

Steve Jobs, Apple CEO, made an unannounced visit to the June 7 City Council meeting in Cupertino, home of the computer giant, to reveal plans for a new, state-of-the-art Apple headquarters, reports the Cupertino Courier. (Video and pics)

 

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Apple and the iPad Could Revolutionize Medicine

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The iPad may revolutionize medicine.

Steve Jobs got a new liver, the rest of us got an easier way to watch Hulu in bed, and the health-care industry just may have gotten the big break it needed to launch into the 21st century. Following his hush-hush surgery last spring, it’s easy to imagine the colossus of Cupertino, Calif., staring at the ceiling tiles in his hospital room and wishing for a way to hop online without having to bother with a laptop.

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New iPhone 3G Great, But Maybe Not So Great

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The new iPhone has some sweet new features. As an iPod owner, I can say that a 3G network connection, GPS, and a headphone jack that isn’t completely ridiculous are great additions to an already impressive gadget, and will go a long way to swaying me toward getting one. But let’s be honest – we all had a wish list of stuff we wanted to see in the iPhone the Sequel, and it’s doubtful everyone was satisfied. Hit the Continue jump for a list of the Top 5 features Apple left out of its newest toy.

 

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