I was told recently that we had an "exceptional marketing story" around a particular function of the business, but the problem was that it wasn't told in a comprehensive or consistent manner. So is it really an exceptional story?
An exceptional marketing story is something that can be easily told, easily remembered and resonates with the recipient. If it doesn't do this, it isn't an exceptional story.
Too often in marketing you will hear people say that we have a great story, but no one gets it, or understands it. This by default means you don't have a great story. A great product or solution does not equal a great story.
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