How Brands Are Taking Control of Their Narratives and Reinventing Storytelling

They decide when, how and where their consumers will view their content

It's a new era of content creation and publishing. Gustav Dejert/Getty Images

In the old days, brands, businesses and anyone else with a message needed a network that captured millions of eyeballs or listeners to help get their word out. They relied on what we now call “interruptive advertising” to air during the most popular programs, be it radio or television. A confluence of changes has flipped that dynamic entirely.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

This story first appeared in the November 12, 2018, issue of Adweek magazine. Click here to subscribe.
@tobyd Toby Daniels is CEO of Crowdcentric and the founder of Social Media Week.