Public Relations & Social Marketing Insight
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Public Relations & Social Marketing Insight
Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Journalism Is Dying and Content Marketing Is Taking Its Place (I Know Because I Do Both)

Journalism Is Dying and Content Marketing Is Taking Its Place (I Know Because I Do Both) | Public Relations & Social Marketing Insight | Scoop.it

Nearly half of millennials (43 percent) have been misled by medical information on the internet. A recent Harris Poll found that people tend to click the first article that comes up in a search, even though such articles are often advertising content aimed at selling medicine or medical devices.


When people aren't searching, they are often coming across such misleading content via social media. Of the 20 most-shared articles about cancer on Facebook last year, over half, according to The Independent, contained claims discredited by doctors and health authorities. How does this misinformation make its way into widely circulated articles?


Often, it is there on purpose: Content marketing -- corporate advertising disguised as articles, videos and information -- is being systematically manufactured on an industrial scale....

Jeff Domansky's insight:

Spin is spin, even when it is written by journalists. Tamara Pearson takes a look at fake content marketing.

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Are You Ready to Step Up to Power Publishing?

Are You Ready to Step Up to Power Publishing? | Public Relations & Social Marketing Insight | Scoop.it

I wrote a juicy ebook titled Master the Five Pillars of Power Publishing for the startup PowerPost and really want to share it with you.


The publication actually cites two authors because the many ideas presented in it come from the sharp mind of Paul Shirer, the co-founder and CTO at PowerPost. Paul agreed to an interview with me to help shed light on how brands must address the new demands of publishing online at scale.


Here’s that interview, followed by an edited transcript if you’re rather read....

Jeff Domansky's insight:

Barry Feldman says it's time for brands to address the new demands of publishing online at scale, guided by the five pillars of "power publishing."

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Does Branded Content Really Work?

Does Branded Content Really Work? | Public Relations & Social Marketing Insight | Scoop.it

Polar tested different ad formats including image-based content (graphics, image galleries, and slide shows), article-based content, and video-based content. It tested more than 30 pieces of content, with each type tested by a minimum of 1,000 people  via desktop, mobile, and both.


Among the findings of the study, conducted in March 2017:


--Consumer awareness of a brand increased to 69% after engaging with branded content, while purchase intent was 51%. The study also used a control group with no branding.


--Incorporating companion display ads next to branded content improved purchase intent by 17% and didn’t have a negative impact on brand perception


--Imagery (infographics, image galleries, and slide shows) performed the best among content formats. And notably, video isn’t always needed to tell the story. However, imagery outperformed articles by 11%. 


"We found that consumers responded a bit more favorably when there was less obvious branding,” Bella said....

Jeff Domansky's insight:

Does branded content really work? Research says yes and that's great news for marketing.

rodrick rajive lal's curator insight, May 18, 2017 12:40 AM
Somehow,  consumer awareness about brands has increased and people will always prefer to go for a branded product than any other one. 
 
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A New Study Says Native Advertising Spend In U.S. To Reach $22 Billion This Year

A New Study Says Native Advertising Spend In U.S. To Reach $22 Billion This Year | Public Relations & Social Marketing Insight | Scoop.it

John Oliver may have called it "repurposed bovine waste," but it appears as though native advertising isn't going away anytime soon. In fact, a new eMarketer study says that native digital display ad spending in the U.S. will grow 36.2% this year to reach $22.09 billion.

And why not? As marketing opportunities continue to splinter across a myriad of platforms and channels, at the same time as traditional interruptive ad intervals are ever avoided like a consumerist plague, brands need to find a way to get their messages across in ways we might actually want to see it. Back in 2014, The New York Times' executive vice president of advertising Meredith Levien said readers were spending roughly the same amount of time on advertiser-sponsored posts as on news stories, and the company sold upwards of $18 million worth of native ads that year. It's T Brand Studio continues to roll out some of the best examples of the ad genre, most notably still is the 2014 interactive piece "Women Inmates," a detailed look at incarceration of women sponsored by...you guessed it... Netflix for Orange is the New Black....

Jeff Domansky's insight:

Interesting look at the growth of native advertising which eMarketer estimates will reach $22 billion in 2017. It's also largely centered on Facebook and mobile advertising.

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Reddit cofounder: Nobody reads most native advertising — it's just 'Facebook arbitrage'

Reddit cofounder: Nobody reads most native advertising — it's just 'Facebook arbitrage' | Public Relations & Social Marketing Insight | Scoop.it

"Native" advertising is expected to drive 74% of all US display ad revenue by 2021, up from a 56% share in 2016, but Reddit cofounder Alexis Ohanian isn't a fan.

 

Native advertising is paid content that fits a specific publication's style and editorial guidelines. The idea is that unlike standard banner ads — which users can become blind to and easily overlook — people are more likely to engage with content that looks like the rest of the content on a site.

 

Speaking at a small press conference at Web Summit in Lisbon, Portugal last week, Ohanian described native advertising as something "nobody actually reads but everyone has just bought into."  Marketers have been fooled into thinking people are reading their native ads, when instead, Ohanian believes they've simply been tricked by "Facebook arbitrage."...

Jeff Domansky's insight:

Alexis Ohanian thinks the trend toward native advertising has increased because publishers are paying for Facebook views.Reddit CEO disses Facebook' native advertising as "Facebook arbitrage" yet promotes Reddit's as golden. Credible?

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Online Trust Alliance Finds Majority of Native Ads Lack Transparency

Online Trust Alliance Finds Majority of Native Ads Lack Transparency | Public Relations & Social Marketing Insight | Scoop.it

The nonprofit Online Trust Alliance (OTA) on Wednesday conducted a study that found 71% of native ads on top media sites fail to offer adequate labeling, transparency, and complete consumer disclosure.

This is a blow to the native ad/branded content business and should be a wake-up call for publishers and content studios.

The study, an analysis of native ads on the top 100 news websites, found that 71% earned failing scores for disclosures, delineation, and discoverability. The bottom line: The sites didn’t offer consumers the ability to easily discern pure editorial from ads.

As most readers of this column know, native advertising refers to Web site content that’s funded and produced outside the publisher’s editorial review or influence, yet is designed to appear similar to editorial on that site. As the OTA mentions, “this illustrates the tension -- paid for and controlled separately, but presented in a way to appear as editorial. The potential for audience confusion or misinterpretation is obvious, and the rapid rise in the deployment of native has already prompted concerns from advocates, media and regulators.”...

“While the industry looks at native advertising as the holy grail to drive new revenues, they are failing to address the long-term issue. With 71% of native ads failing to pass the consumer transparency acid test, this report should be a wake-up call to the industry. Inaction is not an option. Conversely, providing these concrete examples and recommendations helps advertisers, networks and publishers in moving forward,” Craig Spiezle, executive director at the Online Trust Alliance, told Native Insider via email.

Jeff Domansky's insight:

Research shows a huge shortfall in native advertising transparency by advertisers. No excuses for this lack of integrity by marketers.

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How brand journalism builds brand equity in 'boring' industries

How brand journalism builds brand equity in 'boring' industries | Public Relations & Social Marketing Insight | Scoop.it
Have you been thinking about turning your organization's communications into your version of a metropolitan newspaper newsroom? Here are some examples you should look at.
Jeff Domansky's insight:

What's the difference between brand journalism and content marketing? Find out.

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How Demographics and Storytelling Style Affect Video Ad Effectiveness

How Demographics and Storytelling Style Affect Video Ad Effectiveness | Public Relations & Social Marketing Insight | Scoop.it

An ad is an ad is an ad. Or is it? Millennials have grown up with a media diet far different than the generations that came before them. Has that changed their media taste? Do brands need different types of ads to reach people of different ages? Google partnered with L'Oréal Paris to find out....

Jeff Domansky's insight:

Key question: Should storytelling change for different age groups? Some surprising answers.

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4 Steps to Creating Authentic Stories Your Customers Will Want to Read

4 Steps to Creating Authentic Stories Your Customers Will Want to Read | Public Relations & Social Marketing Insight | Scoop.it
Authentic stories help powerful brands make deep connections with customers. But that high-level principle creates real-world challenges for content marketers. What is a powerful story and how do you tell it? I’d like to share four tips on how to tell stories that make connections and get results.
Jeff Domansky's insight:

Useful tips for better business storytelling.

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Forbes Puts Native Ad On Cover

Forbes Puts Native Ad On Cover | Public Relations & Social Marketing Insight | Scoop.it
The march of native advertising continued this week, as Forbes dispensed with another traditional taboo. It put a native ad on the cover of its print edition for the March 2, 2015 issue, due out on newsstands on Monday.


The ad for Fidelity Investments calls out the FidelityVoice branded content inside the magazine; FidelityVoice is a regular feature in Forbes’ print and online publications, appearing as part of Forbes’ BrandVoice native ad offerings....

Jeff Domansky's insight:

I don't have a problem with native advertising used in this way. If it gets over the top, I simply will quit reading or subscribing to media who overdo native advertising. The ground rules have shifted for all media.

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Content marketing’s next trick: Conquering the evergreen problem - Digiday

Content marketing’s next trick: Conquering the evergreen problem - Digiday | Public Relations & Social Marketing Insight | Scoop.it

Brands have more than dipped their toe into the publishing pool in recent years. They’ve come a long way from listicles, and the future is bright for the ones who are willing to experiment. The leaders are using native advertising to produce not just words on a page, but immersive media experiences.

Still, there’s room for improvement, and it starts with moving away from what’s easy and on to what’s hard....

Jeff Domansky's insight:

Challenges ahead for content marketers and how to take your content game to the next level.

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5 Publishers Who Created The Best Sponsored Content in 2014

5 Publishers Who Created The Best Sponsored Content in 2014 | Public Relations & Social Marketing Insight | Scoop.it

How do readers feel about all of this? Most research suggests that audiences prefer sponsored posts to banner ads, but they also appreciate it less than regular content. If you’ve come across sponsored content before, you’ll probably understand how it can be both confusing and frustrating.

In 2015, as brands continue to pour dollars into these projects, publishers will keep growing their resources and improving their output. Consequently, audiences will begin to realize that content underwritten by brands can be meaningful too.

Let’s look at some publishers that are currently leading the pack in terms of content quality, formatting and design, and reader experience:...

Jeff Domansky's insight:

Are sponsored posts passé? It's a question worth exploring.

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What distinguishes content marketing from brand journalism?

What distinguishes content marketing from brand journalism? | Public Relations & Social Marketing Insight | Scoop.it
Today's fragmented media landscape and information-loaded digital world offer brands new opportunities to communicate directly with their audiences—building visibility, affinity and even search traction along the way.

However, success in the uppermost reaches of the funnel requires organizations to put the corporate agenda in the back seat, adopting instead a more journalistic approach to crafting and publishing their stories.

Enter brand journalism.

Not to be confused with content marketing, brand journalism is an upper-funnel tactic that delivers more than mere brand awareness. Telling the brand's stories in a compelling, audience-focused way can create affinity, earn media coverage, build brand credibility and (when coupled with search and social strategies) deliver long-lasting online visibility.
Jeff Domansky's insight:

Confused? This article may help you understand the differences between content marketing and brand journalism.

Thuy Cory's curator insight, December 6, 2017 4:03 AM
interesting article eventhough I don't agree with everything mentionned, especially all the distinctions between both pratices ...
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3 Brands Making Comebacks through Content Marketing

3 Brands Making Comebacks through Content Marketing | Public Relations & Social Marketing Insight | Scoop.it

“Content needs to be highly entertaining or informative to break through the clutter in today’s media environment,” says Stacy Taffet, Senior Brand Director at PepsiCo.


That’s why the old View-Master toy now has 360-degree imagery and virtual reality capabilities. Automaker Lincoln put itself back on the map with stylish ads featuring an alluring new identity with Matthew McConaughey. And they’re not the only ones. The following old-school brands have recently made comebacks through clever, creative, and strategic content marketing....

Jeff Domansky's insight:

Polaroid, Lego, and Pepsi have recently made comebacks through clever, creative, and strategic content marketing – here's a look at their tactics.

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Quaker State Launches Branded Content With 'The Onion'

Quaker State Launches Branded Content With 'The Onion' | Public Relations & Social Marketing Insight | Scoop.it

Quaker State and digital media company, Onion, Inc. are continuing their partnership and launching a new video series. The brand first started working with The Onion in 2016 with the launch of six satirical videos poking fun at marketing fads such as commercial jingles and VR technology.


The new series of videos focus on two pseudo Quaker State marketing interns trying to come up with the next big idea for the brand. It was developed by Onion Inc.’s creative services division, Onion Labs. 


“The Interns” will roll out beginning today featuring hidden camera-style footage, says Nancy Salazar, Quaker State brand manager. The series’ eight installments and accompanying social content will run throughout the rest of 2017. ...

Jeff Domansky's insight:

Quaker State launches branded humorous content with 'The Onion'.

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Striking the Right Balance: 5 Tips for Success with Native Advertising - MediaShift

Striking the Right Balance: 5 Tips for Success with Native Advertising - MediaShift | Public Relations & Social Marketing Insight | Scoop.it

In September of 2013, the late David Carr, skeptical of the burgeoning native advertising tactic that was back then “all the rage,” wrote a column titled “Storytelling Ads May Be Journalism’s New Peril.”


Three months later, the Times jumped into the fray.


Today the company boasts a fully-fledged content marketing arm, T Brand Studio. Adam Aston, vice president and executive editorial director of the Studio, said when it was first launched, there was a sense of anxiety among the Times’ newsroom, as well as advertisers, that the content they created wouldn’t be up to par with its editorial content.


“We were really mindful from inception to approach it as fact-first, narrative-first, with a strong story, strong characters,” he said at a recent panel event, hosted by MediaRadar in New York City, about the future of native advertising.


“From inception, whether we were making the simplest stories we could three or four years ago, to today, where a lot of what we’re making is a three-ring circus of interactivity, like VR and AR, we’re still driven by the same thought that the story, the quality of the reporting, finding authentic people, much in the way that our newsroom inspires readers – we want to do the same thing.”


Here are five tips from the panelists for using native advertising....

Jeff Domansky's insight:

The secret to success in native advertising? Quality!

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How the in-bound journalism revolution is changing advertising - The Business Journals

How the in-bound journalism revolution is changing advertising - The Business Journals | Public Relations & Social Marketing Insight | Scoop.it

I've lived and breathed and thought about this space every single day, and here's the sad conclusion I've arrived at: digital display advertising doesn't work.

I think it's safe to say that digital display advertising has never lived up to the promise and the hype. Since the very beginning, advertisers have been obsessed with finding ways to get people to click on their ads. They've worked with an array of ad creation platforms and embraced programmatic methods so that the right ads get in front of the right people, and yet the click-through average across all platforms and methodologies is .06 percent.

This means that for every 1,000 times an ad is shown, it is clicked on only .6 times. This means that for the average digital display campaign to get a single click, it needs to be served 1,800 times....

Jeff Domansky's insight:

Spider Graham says digital advertising just doesn't work. Here's why native journalism and inbound journalism may be the answer.

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brand newsletters

brand newsletters | Public Relations & Social Marketing Insight | Scoop.it

Most brands have some form of newsletter to connect with customers. But for many brands, more emphasis is placed on getting people to sign up than on giving them a reason to sign up.

Last week David Hieatt, founder of Hiut Denim and the Do Lectures gave a workshop in London on the power of the humble email newsletter. I didn’t go to the workshop, but how he described it got me thinking about this often overlooked communication tool:

“In terms of using social media to grow your business, we are all looking for the next new platform or app. We want to find that magic ‘Multiplier’ that gets our story out to the world…

“A great newsletter can do that. And yet most people ignore it, dismiss it, or if they use it, use it poorly. Yet, this tool, in the right hands, is as powerful as they come…

“I am fascinated by the power of a simple newsletter to grow a business. I am also fascinated that most businesses don’t pay much attention to theirs. It’s an afterthought. A poor cousin.

“But when done right, they become something else. With a strategy, with a simple methodology, they become one of the most effective tools in your digital toolbox. They build community. They build your brand. And they relentlessly build long-term growth. They are pure and utter gold.”...

Jeff Domansky's insight:

Tom Fishburne offers a thoughtful commentary on brand newsletters, their impact and lack of effectiveness.

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Quality Branded Content Outperforms Pre-Roll Advertising

Quality Branded Content Outperforms Pre-Roll Advertising | Public Relations & Social Marketing Insight | Scoop.it

Therefore, content creators and advertisers may find themselves scratching their heads about how to break through the clutter with compelling branded content that attracts an audience and makes them want more.


“While there’s no ‘one size fits all’ when it comes to creating impactful branded content, we’ve identified some common themes in our research and content testing that can be used as best practices for making content resonate with audiences,” said Harry Brisson, Director of Lab Research at Nielsen.


To better understand how consumers are reacting to this new form of marketing content, Nielsen assessed consumer reactions to more than 100 pieces of branded content and found that a brand’s effectiveness (e.g., how a brand resonates with viewers) is largely affected by the format and environment the message is delivered in.


The results of the analysis uncovered three key takeaways that can help brands deliver strong content that resonates with and builds audiences:


- Branded content can drive higher brand recall and brand lift than pre-roll


- When viewers enjoy content, they view the integrated brands more favorably


- Partnering with a publisher can drive ad impact....

Jeff Domansky's insight:

Brands and marketers competing to engage content-hungry consumers need to be creative in the strategies they use to appeal to viewers, especially in an age of ad-blocking technology.

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Is Branded Content Buoying Fashion Publishers?

Is Branded Content Buoying Fashion Publishers? | Public Relations & Social Marketing Insight | Scoop.it

On Monday, Gucci will release its latest fashion film, a Gia Coppola-directed spin on the tragic Greek love story of Orpheus and Eurydice, set in present-day New York City and starring Lou Doillon, Marcel Castenmiller, Laura Love, Rocco Di Gregorio, among others. Coppola and stylist Arianne Phillips worked in tandem with Alessandro Michele to capture the dreamy feel of the hot-shot creative director’s Pre-Fall 2016 collection, which the film — shot across five locations and broken into four episodes — was created to promote. Michele even designed a custom pink 10-foot long wedding veil for Doillon’s character.

But while shorts like these are nothing new, the genesis of the film was fairly unorthodox. Instead of tapping its internal marketing team or a traditional agency, Gucci worked with 23 Stories, the branded-content studio launched in January 2015 by publishing giant Condé Nast. Beyond Gucci’s own marketing channels, the film will be distributed through six Condé Nast (US) properties — Vogue, GQ, the New Yorker, W, Vanity Fair and Pitchfork — which, together, attracted a total of about 32 million unique visitors in April 2016, according to Comscore. Beyond their URLs, those six publications boast a cumulative social media following of nearly 67 million. The film will also be promoted via Vogue China and Vogue Japan. Gucci and Condé Nast suggest the project is bigger and more ambitious than anything else either party has previously done in the branded-content space, both in terms of the level of talent recruited and also the scale of the production.

To be sure, the Kering-owned Italian luxury house has the resources and capacity to create video content like this on its own. But Gucci is after Condé Nast’s larger, and presumably more diverse, audience. For instance, Gucci has 8.8 million followers on Instagram while these six titles combined have about 18.5 million. In this deal, Pitchfork’s millennial male followers — an important demographic for Gucci under Michele — are as crucial to the equation as W’s affluent luxury consumer....

Jeff Domansky's insight:

Branded content and video seem to be picking up in popularity with fashion publishers.

rakingwoodcock's comment, June 13, 2016 4:49 AM

Thats phenomenal
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4 Ways Brands Can Tell Compelling Stories With Content Marketing

4 Ways Brands Can Tell Compelling Stories With Content Marketing | Public Relations & Social Marketing Insight | Scoop.it
Brands have turned to content to tell stories with content marketing. With access to broad distribution channels, it's easier than ever before to consume, create and distribute content. But where should a brand start?

Delving into content marketing and brand storytelling can be daunting, especially if you are just beginning. Here are four tips for brands becoming publishers to get started.
Jeff Domansky's insight:

Here are four simple tips for better brand and business storytelling.

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Upworthy says native advertising is working better than expected

Upworthy says native advertising is working better than expected | Public Relations & Social Marketing Insight | Scoop.it
Upworthy said that according to NewsWhip — which measures how content from a variety of media sites performs on social networks such as Twitter and Facebook — the site’s sponsored content performed 38 times better than the industry standard for social interactions involving content at the top 25 social publishers.
Jeff Domansky's insight:

It looks like native advertising is working on Upworthy.

Drew Hodges's curator insight, March 29, 2015 3:56 PM

A really cool article showing the effects of native advertising. A really good example of where we see tonnes of native advertising is at this year's March Madness, NCAA basketball tournament. When a team wins they are able to cut the net and keep a piece of it, we not only see a ladder sponsor as well as a scissor sponsor.  This may be considered traditional advertising but it does have some hints of native advertising. 

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Developing the Brand Storytelling Plan

Developing the Brand Storytelling Plan | Public Relations & Social Marketing Insight | Scoop.it

“Storytelling.” It’s the flavor of the day, whether you’re talking about content marketing, visual communications or public relations, and for good reason. Stories are how humans communicate – with each other individually, across populations and over centuries.

In fact, many organizations are pretty good at identifying and defining their key story lines. The key to success in brand storytelling is in the next step – the strategic deployment of the story. Telling the brand story effectively requires a plan.

And to be clear, we’re not talking about hanging a touchy-feely post up on the blog and then calling it a day.  No.  Brand storytelling, in this context, means developing a sustained plan to create and execute a strategic approach to telling the brand story, in a way that supports company’s objectives.  Personally, I don’t give a hoot about impressions.  Let’s gun for something a bit more meaningful....

Jeff Domansky's insight:

Sarah Skerik offers valuable tips on how to develop your brand storytelling plan.

Bilawal Sher SEO Masters's curator insight, February 10, 2015 10:39 PM

nice

rodrick rajive lal's curator insight, February 11, 2015 1:21 AM

Storytelling is definitely the flavour of the day, not just for content marketers, but also for educators and learners alike! Stories are about making emotive connections, they are about being human and not cyborgs! Making connections is also about being able to "communicate with each other," as the article states, and it is about appreciating another's point of view!

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How to determine the fair market value of content in native advertising?

How to determine the fair market value of content in native advertising? | Public Relations & Social Marketing Insight | Scoop.it

There’s not much rhyme or reason to pricing and the sponsored article itself may be bundled with other ad unit types from publishers.


One of the challenges we wanted to solve in the study was the pricing dilemma. Why does “ACME Publisher” charge so much more than “John Doe Publisher” and which one is a better deal?


We tracked sponsored content prices against explicit data factors (Domain Authority, Page Authority, AlexaReach, and Facebook, Twitter, and Pinterest followers) to find correlations that help provide clarity and justification for pricing. The ultimate goal of this is to empower marketers and media buyers to budget and negotiate more effectively while gaining a deeper understanding of the sponsored article landscape....

Jeff Domansky's insight:

How much? Learn the value of content and how it is determined when you're planning your next native advertising campaign.

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Want Brand #Storytelling Success? Deconstructing The Art And Science Of It

Want Brand #Storytelling Success? Deconstructing The Art And Science Of It | Public Relations & Social Marketing Insight | Scoop.it

“Deconstructing the art and science of storytelling, This sentence, the one you're reading right now, is the most important one in this entire feature.”

Jeff Domansky's insight:

Karen Dietz shares a valuable article on brand storytelling. Recommended reading. 9/10

Miklos Szilagyi's curator insight, January 4, 2015 4:10 PM

You know what? The less arty and artificial is it, the better...