Stories can be compelling because they're personal, and new media is, above all, personal. Storytelling not only engages readers, it expresses your brand personality. A well-told story also resonates with readers, forging a bond and inviting readers to join the conversation with stories of their own. At its best, a good brand story can transition the prosumer from awareness to trial to advocacy.
Fishing for customer stories
Once people use your brand to describe their life (a Mac user, a Harley owner) they have brought the product into their personal story, and brand exposure will increase exponentially. This promotes viral marketing. My agency services the professional oncology/immunology community. Imagine if physicians started putting stories involving your brand on physician sites like New Media Medicine or Physician Connect at Medscape Oncology. The potential for patient testimonials or Q&A sites is obvious as well. Check out this article on brand storytelling with new media at http://www.bloggapedia.com/blog_post.php?p=Fast-Companys-Most-Innovative-Marketing-Expert-Blogs-1300610.
Question: I created one child for print, and another for the web
Is there a difference? Can you tell the difference?
Answer:
The child created for the web is a lot shorter and much more active.
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