The culture of branding and messaging: Are you telling the right stories?
One of the world's largest
education companies now sees
the reassuring story it should have been telling
parents all along.
A leading baby product company now knows there are at least three different stories it should tell moms.
One of the world's largest tech brands now knows how consumers in multiple countries talk about information products.
The leading voice for marketplace trust in the U.S. can now explain why consumers trust some companies and not others.
The stories you should be telling.℠
Leaders, marketers and communication professionals, as well as career professionals promoting themselves — we show you the brand stories you should be telling, and why you should be telling them.
These may not be the stories you’re used to. We’ve found through decades of research into the culture of branding that the stories audiences intuitively value and trust are rooted in the ones they tell themselves daily about how the world works, often subconsciously — what we call a “Guiding Narrative®.” The stories they internalize and that resonate with them are those based on, and in sync with, this Guiding Narrative.
Metro Tribal has developed an approach that decodes and validates the Guiding Narrative groups reference in social contexts that drives their perception and behavior. This analysis identifies the utility the narrative assigns specifically to your products, services, message, or brand, personal or professional. With this insight, we can show you which story you should be telling to which groups to most effectively communicate who you are and the value you represent to the audience. Whether the story is long or short-form, or is contained in ads, web copy, press releases, interviews, social media posts, on-boarding, speeches, presentations, pitches, emails, texts, the elevator pitch, or just plain cocktail party conversation.
As a result of our working together, you gain an audience-centric paradigm that informs your marketing, company culture, and personal career. You gain confidence that at any given time the brand story you’re promoting is one your audience finds compelling and vital in the context of their daily experience and reference. Most importantly, you gain the tools for a sustainable, authentic connection between you and others, a mix that is imperative if you wish to sustain value for your company or be personally compelling to audiences of every kind throughout your career and life.
Marketing Firm? No — not quite.
Metro Tribal is neither a marketing firm nor an advertising agency.
We are a hybrid team of ethnographic researchers and brand communication specialists focused on Brand Positioning and Brand Communication Strategy.
Our mission is to use behavioral science to bridge the gap that often exists between deep individual and group insight and deep individual and group communication. We support individuals, business owners, product designers, marketers, ad agencies, sales, and other communication professionals as they tell brand stories to position themselves in any kind of marketplace or environment.
Our field-based, observational research process, in which ethnographers spend intimate time with individuals and groups in their natural environments and capture life in nuanced video and virtual reality, enables us to gain access to the internal code these groups use to filter information and make decisions in specific contexts. Knowing this code is critical to engaging successfully with your audience, particularly over time as market and societal dynamics change.
But even more importantly, we then help you encode your behavior and communication in a way that connects directly with the story other groups and individuals tell themselves about the world every moment of every day when making choices. We call ourselves a “story development agency.”
Deep insight fuses with deep communication. The stories you tell become more powerful, meaningful, and successful. Think of us as providing the finest building blocks available for the most brilliant and effective campaigns and personal interactions you will create.