Layer 1: Narrative

What is it?

The Narrative layer is a simple way to understand how marketing works across a business.

It uses the human body as a metaphor. Each part of the body represents a part of marketing. For example, strategy acts like the brain, brand acts like the heart, and data acts like the senses.

This makes it easier to see how everything connects. Instead of thinking about marketing as separate activities, it shows it as one system where all parts work together.

Why it matters

Marketing is often explained using technical or fragmented language. In practice, different teams understand marketing in different ways. Some see it as campaigns. Others see it as brand, product, or growth.

This creates confusion. People use the same words but mean different things. Decisions become harder to align, and work becomes disconnected. The Narrative layer provides a shared way to understand how marketing fits together.

It helps people:

• See how their role connects to others

• Understand how decisions in one area affect another

• Have clearer, faster conversations across teams

Before decisions can be structured or tools applied, teams need a shared understanding of the system. This layer provides that foundation.

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The Metaphor

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The Model

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Map as a metaphor

The Narrative layer uses the human body because it is something most people already understand. People know that different parts of the body have different roles, and that those parts depend on each other to function. This makes it easier to understand marketing in the same way.

The metaphor also provides structure. It defines what is included in the model and how parts relate. This keeps the system clear and prevents it from becoming overly complex or inconsistent.

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The 6 sections (or parts) of the AoM explained

The Macro Narrative is expressed through six connected parts, each representing a critical function within the system. You can explore the design logic behind the AoM map, including its structure and use of colour, here. (link) Each part has a distinct role, but none operate independently. Like a living system, performance depends on how well these parts work together.

Section

Company Strategy

Anatomy

The Brain

Role

Set direction for the business by defining where to play and how to win.

Narrative

Like the brain, this coordinates the system and aligns decisions across the business. Without clear choices, effort becomes fragmented and the organisation loses focus.

Section

Brand Strategy

Anatomy

The Heart

Role

Define how the brand creates value and who it is for.

Narrative

Like the heart, this gives meaning and direction to the system. It defines why customers should care and ensures value is consistently created and recognised.

Section

Brand Expression

Anatomy

The Skeleton

Role

Provide structure for how the brand shows up across touchpoints, channels, and formats.

Narrative

Like the skeleton, this holds everything together and creates consistency. Without it, the brand becomes disjointed and difficult to recognise.

Section

Execution

Anatomy

The Face

Role

Deliver activity across the marketing mix to turn strategy into action.

Narrative

Like the body in motion, this brings plans to life. It converts direction into activity, performance, and measurable outcomes.

Section

Data & Insights

Anatomy

The Senses

Role

Inform decisions with timely, relevant insights from across the business and market.

Narrative

Like the senses, this allows the system to perceive, learn, and adapt. Without it, decisions are made without awareness or feedback.

Section

Investment (Time, Money, Attention)

Anatomy

Blood Flow

Role

Allocate time, money, and attention across the business to support priorities and performance.

Narrative

Like blood flow, this distributes resources throughout the system. If investment does not reach the right areas, performance weakens and the system begins to fail.

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