To build on the opportunities that today’s hyperconnected and social consumer as well as new distribution platforms offer, agencies and brands need to move away from thinking about branded content and embrace true storytelling.
The difference? Stories rely on the intended audience to develop their own imagery and detail to complete and, most importantly, to co-create, whereas content does not. Content is primarily created in the internal mind of the content originator, with no heed to the mind or to the context of the audience. Read more