Significance Landscape
RE-SOURCING NARRATIVE ANALYSIS
About This Analysis
What We've Done
We've analysed the open web to identify and characterise engagement around these topiccs.
How We Do It
Our measures correlate strongly with market choice and are strong predictors of future behaviour.
Why This Matters
This report provides you with a rapid, accurate view of the market, and key diagnostics which enable you to drive better market performance.
Outlook > Engagement > Classification
What is the Nature of the Narratives?
Understanding of the structure of the narratives, offers orientation on the long-term value of engagement, and the manner in which to engage, to achieve Communication Power.
How Efficient is Existing Content?
The circles are coloured to indicate the related narratives' Content Efficiency: a measure of the extent to which the existing narrative content is significant. High content efficiency means that much existing content is significant, whereas a low score means there is a gap between the needs of the market, and the currently-created content.
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| Electronics |
| Mobility |
| Renewable Energy |
| Responsible Sourcing |
Narrative > Engagement > Classification
Transformational Narratives
Very few narratives are Transformational. Such narratives, campaigns or brands, are characterised by intensely-engaged experiences with strong timeless themes.
These narratives are fast-changing, yet potentially result in lasting transformation of the world.
A volatile environment for the positioning of brands or themes for communications: strong opportunity if there is positive alignment, or a great threat if an opposed issue.
Timeless Narratives
A small number of narratives, campaigns or brands, are Timeless: characterised by long-term, deep engagement, and driven by a small number of key players who are often experts and authorities.
These narratives are good choices for the positioning of brands or themes for communication activities. They are high-value but difficult to own, so focus is key.
As issues however, these narratives are expected to persist or grow.
Tribal Narratives
Characterised by intense debate, Tribal narratives are driven by personal experiences or commercial perspectives, bringing divergent POVs.
The vast majority of this debate, this flow, has no impact. Far less than one percent of content in such a narrative, will have any significance.
Although it is easy to be a participant, it is far more difficult to be a player or leader in such narratives.
Transient Narratives
The vast majority of narratives, campaigns or brands are Transient. Such narratives will fall away without investment of time or resources.
These are poor choices for the positioning of brands or themes for communications. As issues, they are not expected to persist or grow.
Strategically, such narratives are often easy to 'own', but they must be driven, or connected to greater relevance and/or differentiation, to have long-term value.