Just to add a thought concerning the importance of stories.
It is clear that the command and control process which has determined much of media and brand communication is becoming eroded. Since it is now more difficult to control the channels and messages, brands and organisations will therefore need to focus instead on things which they can control - which takes us back to the story. Those that haven't defined their story and worked out how to use this as the basis for conversation are therefore going to become a bit like ships without maps or compasses.
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