Narrative Analysis & Strategy
Protagonist breaks down your business priorities into a set of Narratives that can be measured with data, analyzed to reveal insight, and shaped for competitive advantage with a comprehensive Narrative Strategy.
![](https://www.protagonist.io/wp-content/uploads/2017/10/narrative-landscape.jpg)
01.
Narrative Landscape
- Our core analysis breaks down your business priority into a manageable set of beliefs that can be measured with data, analyzed for insight, and shaped for competitive advantage.
- Surface beliefs with the depth of first person research and the reach of social listening
- Identify the belief signal in the noise using Natural Language Processing, scanning for argument structures, emotionally-charged language, subjectivity, and other patterns
02.
Narrative Signature
- Discover how your brand shows up in key narratives, versus your competitors and your category, to uncover threats, opportunities, and market whitespace
- Understand how the association of your brand measures up to the most important narratives in your landscape
- Learn which narratives are working against you, which ones are working for you, and which narratives may give you the opportunity to shape a new narrative
![](https://www.protagonist.io/wp-content/uploads/2017/10/competitor-signatures.jpg)
![](https://www.protagonist.io/wp-content/uploads/2017/10/monitoring-1.jpg)
03.
Narrative Impact
- Identify which narratives are most powerful in the conversation based on their volume, social engagement, reach and consistency to reveal narratives to prioritize
- See both positive and negative narratives in the conversation, which are the highest volume, fastest rising or have most polarizing presence
- Using deep data analysis, we measure the narrative resonance and monitor followers or keyword strength to show the narrative impact on each key narrative versus key competitors
04.
Narrative Trends
- Assess how events, seasonality, and influencers drive spikes, patterns, and momentum in the landscape and how you can intervene
- Track trends over time, and reveal the topics, keywords, brands, and rich content that drive each narrative forward
- Analyze trends and translate these insights into traditional demographics so marketers can deliver the right narrative to the right segments at the right time
![](https://www.protagonist.io/wp-content/uploads/2017/10/product-shot-4.jpg)
![](https://www.protagonist.io/wp-content/uploads/2017/10/narrative-strategy.jpg)
05.
Narrative Strategy
- Select key narratives to influence guiding positioning, messaging, creative, campaign execution and tracking success
- Reveal opportunities to attach to favorable narratives, where your brand signature is strong relative to competitors
- Target negative or competitor-dominated narratives to exploit addressable weaknesses, and steer clear of “no win” beliefs associated with your brand
06.
Whitespace Analysis
- Uncover where the “white space” areas are in the public discourse so you can take advantage
- Pinpoint strong positive narratives or those aligned to your goals, as well as those that have no clear owner to carve out a dominant, market and statistically validated narrative
- Identify the positive narratives that aren’t yet associated with any brand and leverage them to your advantage
![](https://www.protagonist.io/wp-content/uploads/2017/10/whitespace-analysis.jpg)
![](https://www.protagonist.io/wp-content/uploads/2017/10/northstar-narrative.jpg)
07.
North Star Narrative
- The North Star Narrative (NSN) is the story that you want to be told about your organization and brand. We work with you to create a NSN that balances your organization’s highest aspirations with the data-driven reality.
- Create playbooks that chart the execution path, using the NSN as the cornerstone for your entire communications strategy
Other Narrative Analytics Products
Protagonist offers a full suite of services so marketers and communications leaders can tap into the power of narrative analytics
![](https://www.protagonist.io/wp-content/uploads/2017/09/product1.png)
Communication Strategies
We offer critical services for Communications teams, from Communications Audits to understand the performance of your messaging and your competitors, to Communications Playbooks that provide data-driven guidance on what to say, where to say it, and which influencers to engage.
![](https://www.protagonist.io/wp-content/uploads/2017/09/product2.png)
Monitoring & Optimization
We regularly monitor the constantly shifting Narrative Landscape to: 1) evaluate the performance of your marketing and communications efforts and 2) ensure your strategies align with the opportunities the current landscape presents.