Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today's complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.
Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought a bought a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture. Are you a story? Or are you a teller?
Via Gary Hayes