Here are a few examples of companies who live by their narrative.
Patagonia - In business to save our home planet
Narrative strategy - commitment to environmental sustainability and social responsibility
Sure, a lot of outdoor brands have a similar mission but the way Patagonia leans into this is what makes them a leader in the space. They follow through to the MAX with all decisions surrounding the company. Some examples of their narrative strategy:
• They partner with local farmers and growers for their cafeteria on campus. Even outside of the apparel world, they still commit to follow through with their narrative strategy on how they feed their employees.
•A massive archive that houses over 11,000 pieces of the coolest stuff from Patagonia’s past. This serves as inspiration for employees to help save the home planet. A place to look back to design forward with authenticity.
•Marketing campaigns. The Don’t Buy This Jacket & Worn is Better Than New campaigns. Again, they’re hitting the nail on the head with their appearance in the market. By challenging consumerism and encouraging conscious consumption as well as backing their claims of repairing your items instead of buying new.
Apple
Narrative strategy - Innovation
Everyone knows Apple’s line Think Different, but it’s driven by innovation. Innovation is the core of Apple and everything they do. It’s brought them category dominance, massive differentiation, and top talent to name a few. By adopting this narrative and mindset Apple is the leading consumer tech company. Some examples of their narrative strategy:
•Nontraditional organization. Jobs put the entire company under one P&L all reporting to the CEO. General managers don’t oversee managers, rather it’s experts leading experts.
•Creating new product categories - the iPhone and iWatch
•Contributing to the photography industry with huge camera innovations - High dynamic range imaging (2010), panorama photos (2012), True Tone flash (2013), optical image stabilization (2015), the dual-lens camera (2016), portrait mode (2016), portrait lighting (2017), and night mode (2019).
Blueland
Narrative strategy - Make it easy to be eco. Ridding the world of single-use plastic
Blueland is a relatively new company but is making waves in the household cleaning market. Their mission is to make it easy to be eco with innovative products in reusable packaging that are convenient, effective, and affordable. They hold this narrative at the core of their business, and it helps drive the company forward authentically. Some examples of their narrative strategy:
•Their product development. They could’ve easily offered products like their competitors but that wouldn’t be in alignment with the company. Blueland developed a revolutionary dry tablet format that introduced consumers to an affordable solution that not only eliminates the need for single-use plastic packaging but drastically reduces shipping emissions and saves considerable storage space in homes and on retail shelves, without sacrificing efficacy.
•They’re recognized for meeting the highest standards of social and environmental performance, transparency, and accountability. Holding themselves to this high standard further validates their mission to better the planet and people.
•Blueland is active in political and social justice movements too. They fight for what they believe in outside of the walls of their company.
