Vision Critical Summit speaker Douglas Rushkoff gives a preview of his keynote and shares his perspective on the evolution of brand storytelling.
Via Os Ishmael
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digital marketing strategy
Think | Visualize strategic marketing planning Curated by malek |
Rescooped by malek from Digital Brand Marketing |
Vision Critical Summit speaker Douglas Rushkoff gives a preview of his keynote and shares his perspective on the evolution of brand storytelling.
Rescooped by malek from Digital Brand Marketing |
Long-standing tenets of narrative still hold, but if we’re going to live and work in a m...
Rescooped by malek from Transmedia: Storytelling for the Digital Age |
a great strategic move: 2nd tier heroes who won't make it to big screen deployed for TV shows. Spinning an old asset is always one of the best marketing decisions you can make.
The Nerd Machine: "Not content with ruling the big screen when it comes to comic book movies, Disney/Marvel has inked a rather epic deal with Netflix: four series with 13 episodes each, all leading up to a final team-up miniseries" ....
Disney/Marvel has inked a rather epic deal with Netflix: four series with 13 episodes each, all leading up to a final team-up miniseries. The subjects of those series: Daredevil, Luke Cage, Iron Fist and Jessica Jones. And if that wasn’t a sweet enough deal for fans, the deal is also part of a broader arrangement between the two that grants Netflix exclusive, first-run subscription rights to Disney and Marvel films - See more at: http://www.thenerdmachine.com/marvel-at-netflix-intersecting-comics-and-transmedia/#sthash.VrVc0Tpb.dpuf
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Managing this combination artfully is the essence of marketing. Today, brands live in such a fluid digital ecosystem that these pixels are constantly being refreshed in real-time to keep the story of the brand alive and relevant. New platforms and technologies allow marketers to manage each of their "pixels" in sophisticated transmedia storytelling. Three growing trends that are improving multi-platform marketing include deeper storytelling, sophisticated curation, and using artificial intelligence to improve the contextual relevance of ambient marketing.
This is a thoughtful article that I enjoyed because it highlights the notion of 'subtlety' in marketing/branding activities. What does the author, Victoria Young, mean by subtlety?
She uses Kate Spade as an example -- where the company uses different platforms to post different content that in its entirety tells a story.
The activity is call curation and as the author says, "This is an effective, graceful, and non-intrusive way to continue to reinforce the Kate Spade story. Furthermore, this allows consumers to identify with aspects of the brand that are not so directly commercial, and therefore more relatable."
Curating content in a variety of ways across different social mediums (this is a take on transmedia storytelling) which can lead to deeper story sharing experiences between companies and their customers without hitting people over the head with repetitive messages. That is a good thing!
So how subtle are you in your marketing efforts and is this a quality you want to bring into your branding? Definitely food for thought!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
"Given the attention span of customers today, companies know that they can’t tell the traditional stories with a beginning, a middle and an end. Most companies compensate for this by creating brand narratives in a disjointed way, through mashups and sequence advertising. Rather than responding to a post-narrative environment, companies resort to telling a story that unfolds over the course of several commercials."