Brand narrative
A deliberate public story the company tells to stand apart, beyond product features.
Counts as evidence: The company runs a sustained, named narrative in its own marketing.
Who ran it
HubSpot · Naming inbound, then selling it by phone · 2006 to 2014
Brand narrative SupportingThe founders presented inbound as a movement, not only a product, and published the HubSpot Culture Code, which they say was viewed over a million times.