Major Challenges Facing Web3 CMOs: Building an Effective Narrative Framework

In the Web3 space, many Chief Marketing Officers (CMO) often lack systematic thinking when formulating project narratives. This article will explore how to use narrative science to create an appealing brand image for projects.

Strategic Planning: Become an Industry Leader

To become a leader in the industry, the following four steps need to be followed:

1. Analyze the market environment, identify the target customer group and their needs.
2. Identify the weaknesses of competitors and establish your unique advantages.
3. Seek reliable endorsements to enhance brand credibility.
4. Integrate the positioning concept into all aspects of business operations, especially in communication strategies.

Taking a well-known cryptocurrency exchange platform as an example, they precisely position themselves as "a trading platform built for traders", filling a gap in the market. They establish credibility through sponsoring sporting events, signing high-quality projects, and maintaining an "altruism" corporate culture throughout, successfully shaping a unique brand image.

Differentiation Strategy: Creating Outstanding Layer 2 Solutions

To stand out in the highly competitive Layer 2 market, you can start from the following seven aspects:

1. Performance Optimization
2. Personalized Customization
3. Risk Control
4. Highlighting Identity and Status
5. Enhance convenience
6. Relatively low price
7. Innovative Experience

Narrative Construction: Four Levels of Progression

An effective narrative should contain four levels:

1. Product attributes: Highlight core functions and selling points.
2. User Benefits: Clarify the actual benefits that the product brings to users.
3. Psychological Value: Convey the emotional experience after using the product.
4. Values: Reflecting the long-term vision and spiritual pursuit of the project.

Creating a Community Atmosphere: Elevating Narrative to Movement

To build a close-knit community, it requires:

1. Find a common goal or "enemy"
2. Identify the unreasonable aspects in the current situation
3. Build new behavior patterns and narratives

Successful communities often manage to form a unique cultural identity, as some meme coin communities have created cohesion by targeting other projects.

Conclusion

The ultimate goal of narrative science is to make a project the "first" or "only" in the industry. This requires not only identifying a differentiated positioning but also elevating it to the level of values and culture. A certain high-performance blockchain project has successfully established a unique position in the minds of users by relentlessly pursuing performance and creating the brand image of being the "first real-time blockchain."