The Narrative Science of Web3 CMO: Creating the First or Unique Brand Positioning

In the Web3 space, CMOs often face the challenge of how to effectively deploy project narratives. This article will explore narrative science and how to become an excellent narrative scientist.

Strategic Layer: Four Steps to Create a Unique Exchange

1. Analyze the external environment to identify competitors and their value propositions.

2. Avoid the strengths of competitors and position yourself in their relatively weak areas.

3. Find reliable proof of trust for positioning.

4. Integrate positioning into all aspects of business operations, especially by investing sufficient resources in communication.

Taking a well-known exchange as an example, they chose the positioning of "a trading platform built for traders" and established trust and promoted brand image through a series of strategies.

Differentiation Layer: Creating Unique Layer2 Solutions

Creating differentiated products can start from the following seven aspects:

1. Performance Improvement
2. Customized Services
3. Reduce Risk
4. Highlight Identity and Status
5. Improve Convenience
6. Relatively low price
7. Innovation

Narrative Layer: Four-Level Ladder

The narrative mainly includes four progressive levels:

1. Product Attributes: Functions and Features
2. User Benefits: The specific advantages brought by the product
3. Psychological Value: Deep Emotional Satisfaction
4. Values: Alignment with users' life philosophy

Excellent storytelling should progress step by step, extending from product features to the core values of the users.

Transforming Narrative into Movement

To transform a narrative into a movement, the key is:

1. Find a common goal or enemy
2. Identify the unreasonable aspects in the current environment
3. Transform the unreasonable into new behavior patterns and narratives.

Successful communities often cultivate a unique culture around a common goal or in opposition to a common enemy, thereby driving collective action.

Conclusion

The ultimate goal of narrative science is to make a project the "first" or "only" in the industry. This requires not only finding a differentiated positioning but also elevating this differentiation to higher values and cultural levels. Through carefully designed narrative strategies, projects can win a unique mental position in the competitive Web3 market.