2012 Greenough Prevailing Storylines Study

2012 PREVAILING STORYLINES STUDY

What headlines and quotes would you like to see written about your brand? Do you have a sense of which stories resonate most with mainstream media? If so, you’re one step closer to breakthrough exposure. The key to business storytelling – our specialty - is a form of business self-actualization. Simply put, you must tell the story of the company you want to be. And it all starts with prevailing story archetypes to which you add your unique “contrast” or differentiation. If this sounds interesting, read on. Our research into prevailing storylines could be your pathway to dream headlines in 2013.

Heard any good stories lately? What about your own?

2012 Greenough Prevailing Storylines Study

Your Dream Publication 2013

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Five years ago, Greenough conducted its first Prevailing Storylines Study, and since then we’ve used the analysis to guide our unique brand storytelling approach. Although we’ve continued to refine our brand storytelling methodology (the social media/marketing transformation alone necessitated major enhancements), nothing has challenged the relevancy of the ten prevailing storylines. So, for the second time in five years, we commissioned the study. For the 2012 Prevailing Storylines Study, we used the following methodology: • Start with the original list of ten prevailing storylines, providing the study team with a guide to help

identify each story archetype. We instructed the team to look for new archetypes as well. • We chose 10 mainstream business-oriented sources including Forbes, Fortune, New York Times,

Time, USA Today and The Wall Street Journal. This year we also added GigaOM and two prominent blogs, the Green and Tech blogs on nytimes.com.

• We reviewed 1,000 feature stories across this set of publications/outlets over a 100-day period. • We tabulated the top 10 storylines – in order – over that period.

Summary

2012 Greenough Prevailing Storylines Study 3

0 50 100 150 200 250 300

Things Not What They Seem

New Kid on the Block

Cautionary Tale

Recipe for Success

The Prediction

Fall From Grace

Clash of the Titans

Best-Kept Secret

When History Repeats

David vs. Goliath

Below is a snapshot of the 10 prevailing storylines in order of prevalence. In the forthcoming pages, we’ll look at each storyline in more detail and cite some recent examples, including several from other publications outside of the study.

Snapshot


Data Table


2012 PREVAILING STORYLINES STUDY

Bloomberg

Businessweek Forbes Fortune GigaOm

New York Times

nytimes.com

Bits Blog

nytimes.com

Green Blog TIME USA Today

Wall Street Journal

TOTALS

Things Not What They Seem

29 36 24 19 55 10 18 24 11 34 260


20 11 20 38 30 28 11 19 15 35 227

Cautionary Tale 26 27 10 19 34 11 20 33 14 15 209

Recipe for Success

25 29 21 23 16 9 4 20 1 36 184

The Prediction 21 20 18 44 7 10 12 12 7 30 181

Fall from Grace 8 17 12 1 21 2 3 32 17 5 118

Clash of the Titans

6 9 7 7 6 2 0 12 13 4 66

Best-Kept Secret 5 10 7 9 1 0 1 13 8 8 62

When History Repeats Itself

6 4 5 4 4 0 1 16 7 4 51

David vs. Goliath 2 2 4 0 5 0 0 14 8 5 40

* Study conducted June - September 2012

David is often an underdog, but is never unprepared or undeserving. People, including journalists, root for the David in business stories because it reaffirms the notion that businesses CAN win out (with some exceptions) on the basis of better intelligence, smarter thinking and innovation/ingenuity. • First, you need at least one Goliath. It’s

rarely good if it’s your company. • Next, you must prove that your

advantage is fairly earned and accepted. • Lastly, you must show you have an army

behind you. Without demonstrable momentum, the story rings hollow.

Storyline David vs. Goliath


The Wall Street Journal October 28, 2012

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Another storyline that can be both good and bad for brands. The journalist will uncover proof from the past that a business model, strategy or gamble will succeed or backfire. • Become a student of your industry’s

history. Those who don’t learn from history are often doomed to repeat it.

• Pay attention to the heroes and villains from the past – you’ll benefit from recognizing similar characters today.

• Build a timeline to share with the journalist – make it easy to see how and why the parallels exist.

Storyline


Wired Magazine October 19, 2012

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When History Repeats

Brands only get one chance to be a best-kept secret. These are typically companies with breakthrough technologies or business models that are flying below mainstream radar yet have a devoted, fanatic, following. • To media, your brand isn’t fodder for a

story if only management and employees can vouch for it.

• The best best-kept secrets are brands with devout customer bases not only willing to talk, but already talking.

• Your secret, as it were, must be obvious and grounded in something real – technology, unmatched customer service, unique business strategies, etc.

Storyline


Forbes June 20, 2012

8

Best-Kept Secret

Everyone enjoys a good fight. The Clash storyline isn’t just for the titans, however. There is often collateral damage, and unexpected heroes (and villains) frequently emerge. There are many ways into this storyline – be careful how you’re positioned. • Make sure you understand the clash and

how the titans are perceived, especially if you’re one of them.

• Carefully study the rules of engagement – How is victory defined? How do you fit?

• Look for gaps in the evolving storylines –capitalize on strategic opportunities the titans are too preoccupied to see.

Storyline


VentureBeat October 22, 2012

9

Clash of the Titans

Even great stories can have unhappy endings. Just ask Enron, A123 or Lance Armstrong. Typically, a fall is preceded by a long-time (at least 18 month) rise where article after article touts strong fundamentals, leadership and innovation. • It goes without saying that you don’t want

to be the main focus of this story. • You do, however, want to be the

company filling the void, waiting in the wings or the “rightful heir.”

• The fall from grace story is often preceded by at least one “cautionary tale” story (see storyline #8). Watch closely for that telltale signal and capitalize.

Storyline


Fast Company October 10, 2012

10

Fall From Grace

Whether based on data, historical precedence or pure hearsay, there are no shortage of predictions in business stories. The good news/bad news here is that brands can and do influence this storyline every day by using news, customers, influencers and data to prime the pump. • What can you provide to the journalist to

spark his or her prediction predilection? • Remember that you don’t need to be the

main character to benefit. Your brand story can ride in the wake of a negative prediction about a competitor.

• Predictions can be like false gold, however. Shiny, but without substance.

Storyline


Forbes October 24, 2012

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The Prediction

When it’s right, it’s right, and journalist love stories that stir in drama, luck, raw determination and skill. Be forewarned, however, because pitching a recipe story can backfire if fundamentals are weak or if the real story is really just bluster. • Be realistic about how your “ingredients”

stack up against competitors. You’ll need concrete examples.

• These stories typically include a human element. Think enigmatic, but fair CEO or rags-to-riches founder.

• Put the package together and be prepared to seed many smaller features before the big business hit comes.

Storyline


Fast Company October 29, 2012

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Recipe for Success

Stories that use examples to foreshadow declines in fortunes, reputation or leadership. But with caution there is insight. Be the exception to the story’s rule, not its poster-child for failure. • Position your story in terms of what other

businesses could or should do differently. • Use examples to make it a parable; the

writer wants to impart broader lessons. • Don’t take cheap shots – you’re a vehicle

for change, not a mud slinger.

Storyline



13

Cautionary Tale

Even with a tough IPO climate and dollars stuck on the sidelines, we still see a steady stream of new kid stories. The key to telling this story is knowing how to pivot from the initial glow to a more sustainable position as an accepted market leader. • The new kid on the block will have a

predictable run through trades and business media. Be strategic!

• The new kid usually has some warts – journalist will look for them, so beware.

• The time to start preparing for leadership positioning is while you’re still basking in newness – always think ahead.

Storyline


Forbes October 30, 2012

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This is a classic story journalists love to write. It’s because they get to discover something (good or bad, mind you) others haven’t considered. It can be an investigative piece, often negative, or the uncovering of a diamond in the rough. • Obviously you want to be the diamond.

Be careful, however, because once Pandora’s Box is open, it’s open.

• The story can apply to an entire market, too. Seed this story if you think you’re squarely in the lead.

• Do a story postmortem BEFORE you pitch this. What would customers think if they knew the whole story?

Storyline


CNBC October 16, 2012

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Not What it Seems


What About Social?


Don’t like the strategy

Don’t care, I’ll take both

Concerned about Apple overall

Representative of the tens of thousands of tweets that amplify the

“cautionary tale” storyline on page 13. We’ll explore how the

storylines evolve in social channels in an upcoming study.

Any of this sound familiar?


If any or all of these storylines resonate with you, what are you waiting for? Mainstream media are waiting, and that’s just the tip of iceberg.

[email protected] [Phil Greenough]

2012 Greenough Prevailing Storylines Study

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