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6. Conclusion: The Future of Storytelling

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Author
S M A Moin
Published in
Brand Storytelling in the Digital Age
Publisher
Springer International Publishing

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Abstract

Brand storytelling is at the heart of brand strategy. In the era of hyper-connectedness, it is more about brand–consumer conversations where although marketers are in the driving seats, customers are controlling the navigation. This chapter invites the opportunity for new research by triggering interest in the future of brand storytelling shaped by AI, VI, AR and big data. Experts predict a creative renaissance: ancient art will meet modern technologies and transform the way brands and consumers converse. Although the future is an unknown, the potential success depends upon how brands become authentic and infuse emotion in an AI-driven world through creating superior stories that promote humanity and resonate with their customers.

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previous chapter Character and Plot: Narrative Structure and the Art of Archetype Enactment
Title
Conclusion: The Future of Storytelling
Author
S M A Moin
Copyright Year
2020
Book
Brand Storytelling in the Digital Age

Print ISBN: 978-3-030-59084-0

Electronic ISBN: 978-3-030-59085-7

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-59085-7_6
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