Yet another interesting find: David Berkowitz, CMO of New York-based branding consultancy MRY, elaborates on the need of companies to move away from the art of storytelling and into the art of storymaking.
He describes storytelling as a one-way street, with brands doing all the talking. Berkowitz uses the example of the current Coca Cola campaing “Share a Coke” to show that brands should use storymaking instead:
The future of storytelling isn’t about telling anyone anything. It’s about storymaking, where the brand facilitates and taps into the stories people are creating and sharing with each other.
Of course, for most brands outside the FMCG sector it will be difficult to come up with something simple like the “Share a Coke” campaign. That’s why we create brand spaces that enable consumers to create their own brand experiences. They will be more lasting and meaningful than the best story you tell your consumers over your ATL channels.