Using Technology to Tell Brand Stories

Amid all the marketing predictions for 2012 was the one above from Christian Haas, executive creative director at Goodby Silverstein & Partners, and reported by The Wall Street Journal in their prediction round-up. I liked Haas’s prediction because it encapsulates many of the other predictions dealing with brand communication and engagement been driven by digital technology, specifically in the social media and networking arenas. If I could expand on the prediction it would be to say that brands will increasingly use technology to create and distribute content to their target audiences that not only deals with brand-specific information but also reports on events and issues of importance to the brand’s audience. By doing so, brands will become more like media organizations, thereby creating challenges and opportunities for that industry.