"Today, audiences have much of the power, choosing where and when to engage with branded content (if at all). So brands must not only have a good grasp of how to unearth a brand story, but how to tell that story across a variety of channels. Both are tasks that don’t come naturally to many brands."
Read the full article to find out more about these rules in multi-channel brand storytelling:
- Don’t embrace a new channel without getting your story straight first
- Don’t think in terms of single campaigns—think like a media company
- Define your authority to publish
- Make informed channel decisions