Narrative Structures & Storytelling Frameworks
A marketing story gives a customer a goal, a tension, a resolution and credible proof.
Cheat sheet
A marketing story gives a customer a goal, a tension, a resolution and credible proof.
What to check first
Use consented customer experiences and identify the committee’s real decision barriers.
How to make the call
Test whether viewers can name the benefit and next step without prompting.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Pune solar installer wants video testimonials for apartment associations.
Reveal the step-by-step solution
- Diagnose the problem.
Use consented customer experiences and identify the committee’s real decision barriers.
- Work through the evidence.
Structure the story around the approval challenge, installation evidence and a verified outcome with assumptions.
- Recommend and validate.
Test whether viewers can name the benefit and next step without prompting.
More Indian cases
Interview question
How would you use narrative structures & storytelling frameworks to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Structure the story around the approval challenge, installation evidence and a verified outcome with assumptions. Test whether viewers can name the benefit and next step without prompting.