Taking Social From a Conversation to a Narrative


  • December 23, 2014
Taking Social From a Conversation to a Narrative

Increasingly brands are finding that it’s not enough to have likes or follows.

In fact, cultural anthropologist Dr. Bob Deutsch, founder of the marketing consultancy Brain Sells, believes a paradigm shift in social media is needed, one that takes us from conversation to narrative with a plot, characters, a mise-en-scene, obstacles, conflict, surprises and an ending.

It’s vital for brands to enter a reader’s narrative, Deutsch summarizes: “…to be successful a product or brand story must feed people's appetite for self-expansion. Self-expansion isn’t just a business driver, it’s a life driver.”

To read the entire article, click here