How to help brands find their narrative with Rob Monacelli | Rye Clifton posted on the topic

10mo

Bringing outside clarity can be like therapy to a brand. Rob Monacelli talks about the 7-step process he uses to help brands understand the narrative they are in/on, where they play, and how they can go where they want to go next.

Transcript

I mean, I think I mentioned this, it feels like therapy for them, right? So brand script is really a seven part process where it identifies, OK, who's the hero of the story? The who's your customer? What problem are they sold? What are you trying to accomplish and what problem is getting in the way of doing that? And then positions you as your organization, as the guide where you have empathy for them, you can deliver authority, you give them a simple plan, right? Well, the process is that you go in and we send 90 minutes with the company and organization and team to really just uncover what that is. And a lot of the times it's just putting it all in one. And Page, we're not coming up with anything new, right? It's just being that outsider, asking the right questions, getting the right people in the room. I mean, I think I mentioned this feels like therapy for them, right? It's like, ohh, wait, yeah, this is actually who we are. You just said it better. And now we can all rally around this. So to your point, it's not your shattering. It's just uncovering those things that, you know, I think one person said that's exactly us. Why haven't we talked that way, right? It's just. The day-to-day you don't, you don't take that time, even if it's only 90 minutes to take a step back and say have somebody out from the outside and ask the right questions, right? So I think it's again simple process, but it's been transformative for some of those teams. And just having that now we can all move forward in the same direction, right? We're aligned it and now we have a clear picture of what we're trying to.

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