Distill the story lines

Distil three or four main stories. The more focused the narrative, the more likely audiences will associate a brand with these ideas.

To identify three or four core storylines:

• Quickly craft possible narrative directions
• Choose a subset to test.
• Test early headlines, themes, and messages for resonance, authenticity, and differentiation.
• Convene a diverse array of new reviewers for focus groups or one-on-one interviews.
• Ask reviewers to share tangible examples that bring ideas to life.