Marketers are busy talking up the value of telling the stories of their brands. But why aren’t more organizations structuring their own strategies and issues as stories, and what role are marketers taking in making that happen?
These findings from research of the ways we go about our lives have confirmed people are nowhere near as random as previously thought.
Today, brands play in an intensely competitive attention economy where human attention is the scarcest resource of all. Storytelling has emerged as the valued currency of this vital new marketplace for capturing customer hearts and minds.
Ten years ago, Don Tapscott and David Ticoll’s book “The Naked Corporation” foresaw a time of transparency in which businesses would find themselves more visible and subject to greater scrutiny.
Marketers tend to think of their customers only as those people who purchase their brands – and to distinguish them from people who don’t buy any more or who haven’t bought yet. However, in a world where all manner of consumers are connected, it’s important to pay attention to a number of other groups that have influence but may not necessarily be in the aisles.
