The concept of category building enables organizations to differentiate themselves and redefine market landscapes, while opening creative and thoughtful conversations internally. Startup founders, business executives, and marketing gurus face an important question at some point in their careers: Are you trying to define (and own) a new or existing market category? The answer to this question will inevitably transform the way you communicate with external and internal stakeholders. To dive deeper into the purpose of
It can be hard to get out of your own head. In business, we are all so close to our company messaging that we sometimes miss the flaws or opportunities for a better narrative. At Catapult, we’ve talked to dozens of CEOs who are unsatisfied with their company narrative but unsure how to go about improving it. When you’re busy running a business or leading teams, you tend to be inwardly focused on your products
A solid plan and fresh ideas are great ways to kick off a new year in business. Marketers have a lot to consider as they enter 2020. What are the marketing goals and are they aligned with the overall business strategy? What is the budget? What worked and what didn’t work in 2019? Forbes Communication Council shared tips from 15 marketing thought leaders – including Catapult’s chief narrative officer and principal, Guy Murrel – on how to
The holiday season is a wonderful and magical time. It’s a time for making lasting memories, and a wonderful time for spending time with loved ones. Can it be a magical time for landing your first real job? Yes! From personal experience, I am most grateful for my new job during this holiday season at Catapult PR in Boulder, one of the top B2B high-tech PR agencies. Some of you may have been wondering why
The following is an excerpt from an article by Guy Murrel titled, “Brand Leadership and the Narrative Economy,” that was originally published on Forbes.com While just “words,” the power of narrative is now a force to be reckoned with — from politics and pop culture to social movements and business. All too often, we now see narrative take down the mighty and powerful and, at the same time, expose the once obscure to great fame.
Messaging and positioning are more than just marketing’s priorities These last few years I’ve seen Catapult go in and help organizations create strategic narrative messaging and execute PR efforts that lead markets and create new categories. In that time, I’ve noticed some patterns in the way that organizations 1) realize they need help with telling their story, 2) reach out to third parties to gain an outside perspective and, 3) involve executive leadership to implement
True market leaders own, define and/or lead market categories. Think about the Apple’s, Netflix’s and Airbnb’s of the world. They disrupted competitive and dynamic markets, intentionally created new and innovative categories in markets where technology was forcing change – and the results have been extremely prosperous. Marketers should be REALLY excited about this because it’s not easy to stand out in crowded digital platforms – and it’s getting harder to bring new people in. Consumers
This article is reposted from Business 2 Community. Read the original posting here: https://www.business2community.com/leadership/women-in-tech-narrative-aims-to-empower-and-inspire-02052220 An industry narrative presents a great opportunity for organizations of all types to stand for something higher than “what they do.” Crafting a narrative that aims to inspire industry change is the stuff that sets true market leaders apart and determines business winners and category champions. Sometimes it’s hard to grasp how a strategic narrative – not traditional messaging or storytelling – can
Today we are excited to announce the launch of our Strategic Narrative Assessment that is now available on Catapult’s new and improved homepage. The assessment looks at a company’s core messaging and offers feedback and a scorecard detailing how it translates to the market, stacks up to competitors and addresses industry mega-trends and leadership. And, it’s completely free of charge! Here’s what our co-founder Terri Douglas shared about the assessment: “Strategic Narrative Marketing helps companies change
Welcome to the first in our Narrative Spotlight blog series, dedicated to recognizing organizations that we believe have hit the narrative mark! So, what does it mean to hit the mark? This is all based on how well a company’s current messaging matches with the principles of Strategic Narrative Marketing. This approach gets organizations to stop talking about themselves and instead address industry trends and challenges head-on to create a unique, industry-nurturing and inclusive narrative.
For a boutique PR firm like Catapult, the tradeshow/conference circuit is a bit off the beaten path. We work with clients all over the country, and we’ve been fortunate enough that the reputation we’ve developed throughout the tech industry often leads to referral-based client relationships. When we decided to attend TechDay LA, we recognized it as a great opportunity to push our boundaries, engage with a whole new sector of the industry, and continue to
Let’s face it – in today’s digital world, you are probably working for an organization that runs on software in some way. Even if you aren’t working directly with the software part of your business, there is a chance that you have heard the term “DevOps” buzzing around over the past several years. Not ringing any bells? DevOps, while many may dispute a concrete definition, is a term used in the software delivery industry to
While a picture may be worth a thousand words, the narrative itself is priceless. As PR and marketing pros, we strive to develop (and nurture) a strategic narrative that will help our clients leapfrog their competition and win in the marketplace. While this is not an easy feat, taking the time and making the effort to create a powerful narrative (at the industry level) helps establish thought leadership and the opportunity to “influence the influencers.”
Today, we’re very happy to announce that our second Strategic Narrative messaging project is completed with our valued partner from Louisville, Colorado — Rogue Wave Software (www.roguewave.com/). Rogue Wave is a leader in software development tools, components, and platforms for mission-critical applications. Together, we dove into a full-day Strategic Narrative discovery workshop and subsequent messaging framework that blends an industry narrative with company positioning and messaging to help Rogue Wave align around a common, higher purpose. “We re-engaged
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