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Sam Ford: '"Transmedia storytelling" has become a common phrase in many media industries circles. But what does it look like for B2B?'
Further insight into the work of the Annenberg Innovation Lab at the University of Southern California.
"The difference between B2B brands and B2C brands is that B2C brands typically have to use their storytelling to create the illusion of "brand personality" or of a relationship between the product/company behind the product and the customer."