It’s not complicated. It’s not even something I developed—all credit goes to Gaston Legorburu and Darren McColl of SapientNitro, as outlined in their seminal book Storyscaping. In a nutshell, Storyscaping makes the case that consumer expectations have shifted, and many brands need to play catch up. The digital landscape is changing rapidly, social media is evolving, and brands are beginning to understand both the importance of storytelling and the need to develop channel-specific engagement strategies. But that isn’t nearly enough.
