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Something Is Happening, But You Don’t Know What It Is: How Authentic, High-Craft Brands are Disrupting Brands and Creating a New Marketing Paradigm.
Are “craft,” “authenticity” and “artisanal” merely the latest marketing buzzwords, concepts that can be slapped on a brand to plus-up its image? Or are they markers of a much bigger, more enduring social and economic shift driven by new consumer attitudes that are permanently empowered by technology and social media?
There’s a lot of momentum in brand marketing right now for the power of storytelling. This explosion in the use of narrative is exciting, as stories are engaging and memorable, and have become the “lingua franca” of our online lives. The growth in the use of content strategy and marketing, along with the dramatic spike in the use of online video, has created an almost insatiable demand for new st