The philosophy of brand storytelling in the digital era has undergone a seismic shift. Traditional publicity tactics are failing to reach audiences armed with the technology to skip over and ignore advertising messages. Internet-connected users can cherry-pick their media diet based on their individual preferences and desires, meaning that brands must fight harder than ever before to captivate target audiences.
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Short, snappy, and ephemeral—such are the traits of today’s most shared stories. The long form novella and the two-hour feature film have made way for the 140-character tweet and the 6.5-second Vine. Fictional purists can gripe that “the story” is dead, but they would be boxing themselves (and their brands) into a dead-end marketing solution.