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The Organizing Idea: Create a Blank Canvas for Marketing and Storytelling


Once Upon a Time

If leadership or marketing teams are pondering a messaging refresh, then they can create a work of art by drafting content and positioning around an emotional association. This concept, according to Legorburu and McColl (2014), is known as the “Organizing Idea” (OI) and it helps teams consolidate communication, experiences, strategy, and desired behaviors and connect the dots to branding and positioning.

We, as strategic communicators, are the authors who leverage the OI to create a focused and consistent construct to which niche strategies—or sub-plots—must align creatively and strategically. This is the story of how Midwest Family Care (MFC) was transformed by the “magic” of Storyscaping, and came to become “Characterized by Care.”

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Legorburu, G., & McColl, D. (2014). Storyscaping: Stop Creating Ads, Start Creating Worlds. [Kindle version]. Hoboken, NJ: Wiley & Sons.

McColl, D. (2015, September 1). Making purpose a priority. Retrieved from

#MarketingMarc #OrganizingIdea #Storyscaping #StrategicCommunication #MichiganStateUniversity #MSU #StratCom #Marketing #Advertising #GradSchool #Gradstudent #MidwestFamilyCare

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