Brands, Narratives and Story Worlds – Part 1


Markus Orlyus‘s insight:

Here’s why storytelling for creative brands only works across One Continuous Media.



In Part 1 of this series I talk about the application of cutting edge entertainment IP franchise production techniques to address some of the challenges we see today in corporate communications.

Entertainment and corporate communications have intertwined for as long as there have been things to sell and stories to tell. Marketing has traditionally shown consumers what they want the consumer to see, but pervasive communications– the explosion of multi-directional communication channels – has made this model obsolete. The age of broadcast is clearly dead and we are not just dealing with an audience, but an audience of audiences. This requires new techniques and processes. The solution lies in the substance of the corporate story world.

See on Scoop.itVorager

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