Marketers often talk about story as if it is one thing. But brands with multiple stakeholders need to cater for different responses and priorities by streaming a range of stories to a range of audiences at different times.
Co-creation gives you a better answer because it starts at a better place.
Marketers and business writers have been talking for ages about disintermediation – cutting out the middle man or intermediary – in a bid to achieve more direct and economically efficient relationships. But the battle between Hachette and Amazon reminds us there are still very powerful players mediating between customer and producer.
So many companies build their brand around their business. They establish the tangible assets and processes and look to extrapolate the intangible value of that as brands for their buyers. They transit in other words from the physical to the emotive.
