Storytelling is not new to brands. All brand marketing is after all a storytelling exercise. The fundamental shift that has happened with the internet and social media is that stories are no longer ‘told’.
They are ‘formed’ at the overlap of the brand’s message, the user’s interest or need for the content and the point at which the message catches the user’s attention.
A publisher’s editorial insights into its audience, a platform’s capabilities to serve brand messages to a wide audience but with personalisation, data and insights into who the audience actually is — all of these come together to help a brand achieve its engagement goals online. And that constitutes a successful brand marketing strategy.