Narrativa estratégica – ETB

To have an inspiring central message that brings together the company's strategic pillars and its new focus towards 2030.

Defining ETB's Strategic Narrative through two workshops attended by all vice presidents and the company president. The models developed by Vega & Jaramillo were applied to find a powerful and inspiring narrative, which emerged from the organization's own leaders.

The ETB 2020-2030 Narrative Style Manual was delivered, including: central concept, narrative mission, core story, and key messages. This served to enable the Communications Department, advertising and digital agencies, and various customer contact areas to begin deploying the new narrative, which will guide the organization's communications throughout this decade.