Brands Need To Move From Storytelling To "Story Making"

Branded “owned” stories – the key success factor

brand + athletes

authentic and natural storytelling

an integrated brand experience by intelligent content aggregation

Ad Age Conference by Adobe –  15.04.2015 – outline

New York, Pier 36

David Berkowitz, CMO of MRY and moderator of the panel, said that marketers have been communicating with their audiences on digital platforms and telling stories from a “storyteller’s lens” rather than taking a “story-making” approach. According to Berkowitz, story making is when a brand facilitates and taps into the stories that consumers create and share about the brands they love. It’s the job of the brand, Berkowitz said, to help amplify the reach of those stories.

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