In an age of pervasive communications and social media, content has become the new king. While the discussion has shifted a bit from the different types of paid, earned, and owned content to the value of content marketing, it’s important to understand how content is generated, spread, and consumed, as well as the impact it can have on your brand.
It’s equally important to understand the impact of content on your brand’s narrative and how it is perceived in the market. Everything a business says, posts, publishes, or does (all content) become part of their narrative. But a brand’s narrative is also influenced by the narratives of their competitors, their customers, and other markets that may have an indirect influence on how a brand, and its narrative, is perceived. My guest this week shares with us the bottom line of how a brand’s narrative affects a business brand and how to successfully integrate it into social media.
Brand Narratives and Storytelling
Fred McClimans is a business strategist and advisor, with a diverse background and experience that ranges from startups to executive board rooms and from small businesses to global enterprises.
Throughout his career, Fred has helped businesses become more competitive, adapt to changes in technology and market trends, and better serve the needs of their customers.
He accomplishes this by working directly with organizations to develop innovative opportunity-oriented strategies that leverage strong corporate branding, emerging technologies, and changes in consumer behavior to their advantage.
In addition to his work at firms such as Gartner, Ernst & Young and Newbridge Networks, Fred is also a start-up veteran, including the global competitive intelligence firm Current Analysis, which he launched to provide rapid, actionable insights and analysis about market events for business, consumer and financial organizations.
Over the course of his career, Fred has worked within a number of different industries, and helped guide a wide range of organizations, from local businesses to global enterprises. He often shares his insights as a frequent speaker and guest on radio and online media programs. He has also authored a book on communications infrastructure and has been widely published as an editorial analyst, covering current events and long-term global trends through outlets such as IDG and CNN Online.
He is also an executive committee member of IntelliFest, an international conference on Applied AI technologies.
You can reach Fred at his blog-site, fredmcclimans.com and follow him onTwitter @fredmcclimans
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