Building a Brand Story World

When a brand has successfully created a piece of branded content that has moved the audience and pulled them into the story, it is NOT the end of Story Inception… in fact, it is barely just the beginning.

Resting on your laurels at this point is, in my opinion, the most common (but unknown) mistake made by brands. A chapter may have been closed. But a chapter does not make a story. Neither does creating multiple unrelated chapters.

Branding/Marketing departments have been structured and the staff trained to think in terms of “campaigns”. Corporate…