Narrative structure. Audience engagement. Character development. These terms once lived solely in the arts. In the films and plays we watched, the books we read. But today, they’re central to brand marketing success in a changing world where marketing channels have become much more dynamic and the consumer is seeking relevant content in all marketing touchpoints.
Originality is hard. It’s hard to create, hard to adhere to and hard to indoctrinate into a system so it becomes method more than miracle. But as audience members of any story, we respond to originality with vigor. Original stories, or familiar stories told originally, stick with us long after conventional stories fade.
Is flexibility replacing footprint as the new black for global brands? That’s the inevitable question as Walmart announces a major redraft of its stores policy.
Chevrolet has redesigned its 2016 Malibu and by most accounts the new model is significantly better than previous versions.
An observation from the Havas CES 2016 report that we will increasingly see more companies working together across widely different marketplaces is a reminder of the new bridges that brands must be looking to build going forward. Inevitably these invite new approaches.
