Stories have the power to transfer information and knowledge and create ideological frameworks that determine how we see and relate to the world around us. Using stories to sell products and services is as old as advertising itself. Who is telling the story and what stories are being told are a constant battle for resources and attention. In this new frontier, brands and marketers are facing a challenging environment in which to connect with consumers. Content is king, but the increasing use of adblocking technology demonstrates that people don't want what brands are selling. In contrast, content creators like Netflix and others continue to grow and produce even more shows, which manage to capture our attention. Marketers would be better off paying attention to long-form content creators and adapting their blueprint of diverse and complex stories if they hope to build deeper brand connection.
The Lessons of Diverse Content
