How excited were you when you saw Episode 8 and learned about the different types of audience?  We know; Earth shattering.  Keep it together because this week we’re going to astound you yet again with information you haven’t already heard a million times.  All this talk of social media this and new media that is [...]

In our last episode, we learned that the power of a loyal audience today is due to quality not quantity.  This week we explain the three main types of audience and how the new, “lean forward” audience engages with content across multiple platforms.  How does one engage people when they are consuming across all platforms, [...]

In Episode 5 we find out why it’s so important to have all the elements of the conversation in place in order to encourage audience participation and build a loyal following.  This week we take a closer look at crafting an authentic message.  You don’t always have to be good, but you do have to [...]

The big scary paradigm shift in technology, entertainment and advertising (don’t worry everything else is converging too) is akin to the implosion of the music industry. We spent years building up obstacles between the music and the fans and trying to ignore the fact that they were always in control. When the dust finally settles [...]

Transmedia Storytelling Explained

The story of traditional branding and marketing, set against the backdrop of this nerve racking, yet exciting paradigm shift, makes yet another exciting plot twist. “360 storytelling”, “Multi-platform storytelling”, or Transmedia storytelling, as it was coined many years ago by the great MIT/USC professor Henry Jenkins, is moving away [...]

Hold on to your hat!  Are you sitting down?  You know the long forgotten “old” people outside the 18-34 demo?  The ones who have always been the afterthought when it comes to brand messaging?  Guess what, they count.  As I noted in several prior posts, the notion that retailers, especially teen and youth product and [...]

Distribution takes on many new and exciting forms in the world of 360 storytelling and needs to be strategically mapped, based on the specific needs of your story.  The bad news is, audiences will continue to fragment across an increasing number of platforms.  The good news is, the audience may be one of the best [...]

Sometimes necessity and  a painful wallow in fourth place in a field of four is the mother of invention. Today’s MediaPost features an article by David Goetzl about Jeff Zucker’s recent investor speech.  During his presentation, Zucker more than hinted about NBC’s future and the programming changes that will play a major role.  A key [...]

In an effort to craft a brand idea or story custom made for the rabid audience, start focusing on the fans.  There are a variety of free platforms to test your ideas, story, and characters and get immediate feedback from the plethora of passion centers that already exist online.   Popular shows like AMC’s Mad Men [...]

Now that we know people are living digital, we better start getting to them where they exist, when they are there, and with content / brand message of true, personal value.  That mainstay banner ad is on the decline—precisely for the same reasons the traditional ad market is on a steep decline.
I think we are [...]