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2020 | OriginalPaper | Chapter

6. Conclusion: The Future of Storytelling

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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Title: Conclusion: The Future of Storytelling
Author: S M A Moin
Publisher: Springer International Publishing
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