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"Today, audiences have much of the power, choosing where and when to engage with branded content (if at all). So brands must not only have a good grasp of how to unearth a brand story, but how to tell that story across a variety of channels. Both are tasks that don’t come naturally to many brands."
Read the full article to find out more about these rules in multi-channel brand storytelling:
- Don’t embrace a new channel without getting your story straight first
- Don’t think in terms of single campaigns—think like a media company
- Define your authority to publish
- Make informed channel decisions
Via Kim Zinke (aka Gimli Goose), jaynalocke, Level343
The main point of this article, which is true of just about any endeavour, is the brands that are finding the most success across channels are those that spend the time preparing before publishing.
What an excellent collection of ideas about brand authority and consistency. If you've never taken the time to really deep dive into a particular company's brand strategy, and how and where they choose to show up, Red Bull is an excellent place to start.
Really valuable storytelling advice for brands, marketing and PR...