Welcome to the
CNA Marketing Wiki
Your comprehensive resource for understanding and implementing the StoryBrand (SB7) framework. Position customers as heroes and CNA as their trusted guide with clear, consistent messaging.
Quick Start
New to StoryBrand? Start with the SB7 Overview to understand the philosophy, then explore the CNA Brandscript to see the master narrative.
The Framework
The StoryBrand (SB7) framework uses a seven-step narrative structure that positions CNA as the trusted guide helping customers overcome their challenges.
SB7 Philosophy
Learn the seven-step narrative structure and how CNA positions itself as the guide, not the hero.
Learn more →Master Narrative
The global narrative that sits above all industries: Hero, Villain, and the philosophical problem we solve.
Explore narrative →Success vs. Failure
Understand the stakes: what customers gain with CNA and what they risk without action.
View stakes →Know Your Audience
Tailored messaging for three primary audiences, each with unique pain points, motivations, and success identities.
CNA Brandscript
The master narrative that sits above all personas. Read this first.
Read brandscript →Messaging Matrix
Side-by-side comparison of all persona messaging: wants, villains, and success identities.
View matrix →Enterprise Leader
Multi-brand portfolio leaders seeking unified supply solutions across divisions.
View persona →Ben Parker
Operations managers who need faster, more reliable product ordering.
View persona →Erin Brooks
Healthcare procurement professionals focused on compliance and efficiency.
View persona →Put It Into Practice
Ready-to-use guidance for implementing StoryBrand messaging in your communications.
The 3-Step Process
Assess & Align, Build & Tailor, Launch & Scale - the customer journey explained.
View process →Marketing Journey
A visual guide to the customer journey from problem to success.
View journey →CTA Reference Guide
Specific calls-to-action for each persona with copy you can use immediately.
Get CTAs →Real Examples
Sample emails, talking points, and messaging templates ready to customize.
See examples →Global One-Liner
"You deserve supply systems you can count on—CNA creates a unified, reliable, and tailored supply experience that brings consistency and control across every location, no matter how complex your organization is."