More and more, brands are finding their way to the intersection of brand and entertainment, adopting Hollywood’s tools and techniques that lead to blockbuster story brands. Rightfully so in an attention economy that rewards brands that are both meaningful and interesting.
Marketers often talk about story as if it is one thing. But corporations and 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. The reason is simple. The things that make a brand attractive in one context are different from what they might be in another context. Inclination changes, sometimes markedly, depending upon what people value.
