Brands still need to build a relationship with consumer in a digital age, but the rules are a bit different than they used to be.
When brands think of digital or social as "media" they err when they approach consumers as they do with other types of media. This is the wrong point of departure. Digital is an integral component of how we experience life, not a 'media'. And when brands connect with consumers in a way that creates resonance and demonstrates empathy, thereby forming lasting connections, the brand isn't being social, it's being human.
People relate by the exchange of story. Memories of past experience are threaded together by a narrative line that individuals create for themselves, proving R.W. Emerson's idea that, "there is no history, only biography." The relating comes not because stories are told, but because stories are told and heard.
One of the most powerful and disruptive effects....