With a greater focus on content and context driving long term engagement with brands, I found this Slideshare by StoryBeats to be timely and relevant to the debate.
What I particularly like about it is the way they have drawn creative inspiration from a range of sources – in this example films and games – but have also fused some interesting b2c case studies into the presentation too.
Indeed, using strong characters, plots and scenarios to help create a point of connection with your customers – some common ground – is a powerful first step in developing a relationship.
I think using stories and values to position companies and their brands have never been in sharper focus. Companies that continue to differentiate themselves in this way will stand out from the pack.
Be interested to see what you think.