Purpose, the metaverse and the next evolution of brand storytelling

With fundamental shifts in consumer behaviours and expectations, new brand storytelling opportunities are being created in 2022.

For all the growth in digital media, the fragmentation of attention and the changes in how people read, view and interact with content across multiple platforms – the need for a good story continues unabated.

The art and craft of storytelling – to engage, delight, inform and entertain – is invaluable. Storytelling remains an essential and established communication tool. It can be highly effective not just in advertising, through online content and in digital channels but across a wider spectrum of experiential marketing.

WARC’s 2020 Health of Creativity report found that more than a quarter (26%) of the award-winning campaigns...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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