General Electric, Marriott and Condé Nast Weigh In on Digital Storytelling

Experiments on new platforms can pay off

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As social media channels continue to grow, with mobile feeds dominating storytelling, brands like General Electric, Marriott and Condé Nast have had to work out the best way to position themselves on social platforms. 

General Electric, for example, needs to feel more tangible and accessible to its consumers. Energy, after all, is an invisible product that consumers don't think about until it isn't there. 

"For us, for Thomas Edison's brand, it makes sense to be [one of the] first [brands] on a new platform," said Linda Boff, executive director of global brand marketing for GE, at Advertising Week's digital storytelling panel.

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