Top Articles: Tech Is Useless Without Storytelling

The complex, multi-layered, and socially-connected media ecosystem forces us to rethink brand strategy away from a flat consumer journey visualization. This has led to media ecosystems leveraging new technology to go beyond screens and into to the connected city. However, incorporating new technology is ultimately rendered useless if there is no storytelling behind it.

Storytelling is the key to connecting these ecosystems and engaging consumers on multiple levels. Successful brands can echo the same ecosystems logics of building communities through stories instead of relying on technology to bring people together.Age of Abundance: How the Content Explosion will Invert the Media IndustryBy Tal Shachar with Matthew Ball from Media RedefThere is too much content in the digital era.

Brands get lost in the noise and consumers dont know where to look. This is one area in which storytelling can help. In order for brands to stand out, they need to have a relevant user experience.

Traditional players have to adapt to keep up as the new entrants are in the process of taking over the industry. This can be achieved through storytelling more so than merely adding new technology offerings.5 Brand Storytelling Tactics That Will Help Inspire Your Next Big IdeaBy Kimberly A.

Whitler Contributor from ForbesStories have to benefit the customer as well as the brand. This may seem like an obvious point, but it can often be overlooked. A brand message that defines the consumer and not the product is crucial if brands want to develop long-lasting legacies.

This article entertains five suggestions on how to build these communities and provides examples for each.Adidas Vision for the Future: Personalization, FastBy Allen Kim from CNNAdidas has created technology to customize shoes for people directly in their stores. But just using that technology is not enough.

They have not created a story around this new offering. It will be a cool, fun hype for a little bit, but there is no sticking power when it comes to a gimmick like this. However, they are pushing a localized narrative where locals of different countries and cities will be getting a shoe tailor-made for their cities.

This could turn into a story if they push the narrative.Bizzers Talk Tech Revolution at Durban FilmMartBy Christopher VourliasThe ever-closing gap between Hollywood and Silicon Valley has led to several technological advancements. These advancements have no doubt created new types of content and new ways to engage with the content, but it has also changed the relationship with storytelling in the media world.

At the Durban FilmMart this week, a media creative panel discussed the role of good storytelling in a technology-driven world. Spoiler: it still matters.Curated by Hadley StorkConnect with us out on Twitter, Facebook, and LinkedIn!

RELATED QUESTION Why don't hotel rooms have ceiling lights? My hotel building is over 100 years old, so we have ceiling lights. We also need a ladder to change a bulb 11' from the floor.

It can take 20 minutes for 1 bulb! This is one reason that we have changed to the longer lasting (and more economical) low-energy bulbs. I would be delighted to have wall lights instead.

Retro-fitting them would however be even less economically sound. Higher than average ceilings mean ladders to change the bulbs in ceiling fittings, and this extends the maintenance time and convenience for staff enormously. Even normal height ceilings mean that a chair is needed to swap a bulb out.

Wall fittings are so much more convenient for both staff and customers, reducing the time taken to get light again! As Michael Forrest Jones says - anything other than a simple bulb swap requires the power to be cut to the whole circuit (which may be more than just a few rooms). This makes it very awkward to do emergency repairs after dark!

-- Been there done that. Go with wall fittings that can be isolated in-room! In short: I have ceiling lights.

I don't like them, as they are awkward for maintenance. Replacing them would be expensive and extremely difficult - basically a total rewire of the hotel lighting system. Design engineers are not stupid.

they note the first 2 points!