rules of engagement

Yahoo!/BBDO: Leverage Storytelling to Build Passion Brands

Posted by Sheila Shayon on October 5, 2011 10:45 AM

Yahoo! and BBDO just completed a joint study which revealed that 95% of consumers “crave” engagement with brands and that leveraging storytelling on paid, owned and earned media (POE) “through the prism of a dating relationship” will increase marketing success.

"Humans crave stories and advertising, at its best, has always been about the business of storytelling to build brands," said Simon Bond, CMO of BBDO. "However, given the new media landscape of paid, owned and earned media, branded storytelling has changed forever. It's no longer what you say, but how you say it."

For more on the best practices for brand storytelling (one hint: don't shout!), click below.Continue reading...

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