Kandji: Device Management and Device Security are separate functions => Device Harmony The foundation of a strategic narrative boils down to one thing: The shift from a (named) old game to a (named) new game. It's that 'tagline' doesn't convey anything about the *narrative work* that this short text can-and I believe ideally should-do. That seems like a reasonable thing to want to have, so what's my beef?

or is designed with a form of, dramatic effect can be used in marketing materials and advertising.' Wikipedia is probably more relevant - “a short text which serves to clarify a thought. The Online Etymology Dictionary says 'tagline' used to mean the last line of an actor’s speech. I got the question below (from Sara Tiefenbrun) after posting about how my dad couldn't tell what the company BDO does after seeing it advertise, 'People who know know BDO.' I dislike the term 'tagline' and never use it in my strategic narrative work with CEOs. #marketing #contentmarketing #demandgeneration And at that point, if we did our job right, it's the customer telling the story. The storytelling really happens after the customer experiences success. When a customer is overwhelmed with a challenge, how can I help them take their first step in tackling the issue head-on? I might create a quick video with step-by-step instructions to get started. When a customer is confused about a real issue affecting their day-to-day, how can I help clear that up for them and make them feel empowered? It could be as simple as a blog post explaining everything they need to know about a particular topic or a checklist. Sometimes we get wrapped up in trying to tell a story but fail to listen to what our customers are telling us they want or need.

I want to be physically active on my own terms, so I get sneakers from the brand that doesn't judge. I want to be a valuable employee that brings innovation to the team, so I pay for a tool that helps me do my job best and can be shared. I want to be young but not artificially, so I buy the face cream that best represents that. It's showing the potential mindset your audience craves for. Marketing is more than just telling a story.

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