How to enable storytelling that drives bold change? Let‘s create a narrative that matters.
Narratives &
Messaging Frameworks
How to enable storytelling that drives bold change? Let‘s create a narrative that matters.
A corporate messaging framework is a structured approach to defining how a company communicates its core messages to its various stakeholders, including customers, employees, and investors. This framework ensures consistency across all communications, aligning them with the company’s strategic goals and brand identity. Similarly, a corporate narrative is a cohesive story that encapsulates a company’s mission, vision, values, and strategic objectives, providing a compelling storyline that resonates with its audience. In order to serve as tools to successfully communicate transformations, such narratives ideally reflect different aspects. Besides a (1) deep understanding of the challenge, a narrative should also (2) honor the past, (3) provide a clear & compelling mandate for change and (4) describe a rigorous & optimistic way forward. Specific emotions can help to further strengthen the narrative, such as frustration, regret, enthusiasm, joy or fellowship.
Creating these frameworks involves an iterative process of identifying key messages & proof points that reflect the company’s strategic priorities, followed by aligning these messages with the needs and interests of target audiences. Input is gathered from across outside and inside the organization to ensure all perspectives are considered, resulting in a comprehensive messaging strategy that drives effective communication and robust brand positioning.
Corporate message houses and narratives are critical as they help to build a strong, coherent brand image that enhances stakeholder understanding and engagement. They ensure that all messaging is not only consistent but also reinforces the brand’s desired market position and key differentiators.
Development of the global brand narrative and messaging
Development of corporate message house and narratives related to the new corporate purpose
Overall corporate positioning framework and narrative globally and for key regions
Dr. Niklas Schaffmeister is one of the leading experts in strategy-driven (re)positioning and transformation of global brands. His focus lies on complex change processes in which brand strategy, organisation and corporate culture need to be realigned. For him, successful repositioning means not just a new market positioning, but a profound re-culturing within the organisation. A particular focus of his work is on the strategic challenges that arise when ambitious AI strategies collide with established corporate structures – and on how companies can bridge these transformation gaps.
With over 20 years’ experience, he has led international positioning, brand growth and transformation projects in sectors such as chemicals, automotive, retail, technology, consumer goods and financial services. His book “Brand Building and Marketing in Key Emerging Markets” (Springer) is regarded as a reference work for strategy-driven international brand building.
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Carina has more than 20 years of experience working in and for large corporations around the world. Her expertise includes strategy development and purpose-driven brand management. She is particularly passionate about working with B2B brands in expanding business ecosystems on a mission to create true customer value.
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With more than 15 years of experience, Simon has advised companies ranging from publicly listed global market leaders to niche players and their executive leadership on all kinds of reputational matters. His expertise spans positioning strategies, corporate communications, brand management, marketing and organizational development. With a focus on reputation-critical turnarounds, strategy launches, executive positionings and market-driven thought leadership, he has worked in high-stake environments across B2C and B2B industries, helping clients turn their positioning into a real strategic advantage.
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With more than 8 years of experience in communications and marketing and with a special focus on digital, Alexander is a vital member of Globeone’s management team. In his Strategy Director role, he guides teams across industries and topics. Alexander is native English and leads our project hub in Washington.
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