There are clear lessons to be learned from the transformations that have been taking place in news for brands, marketers and agencies looking to master digital storytelling.
While there is no doubt the news industry is undergoing a painful transition, the future of news has never been more exciting for those who are brave enough to embrace it. What’s true for news can also be said of brand communications. The old models and structures are undergoing a difficult transition, but the future of brand communications is a bright (and powerful) one for those who set out to pioneer new ways to build brand relationships and trust in an open, collaborative and connected ecosystem.
Like journalists, progressive marketers now recognise that stories are co-creations, no longer exclusively theirs to tell. The brand story is a story told by many in a myriad of ways; the marketer is only one of these many voices, but like the journalist is in a position to shape and craft the story.