12 Sep 2008

Rules of Content: Convergent

Delivering complex brand stories in lots of mediums. Consumers (or their pre-programmed Personal Cloud technology) will search for and pick out the most relevant (to their community of interest) aspects of a brand’s story.

Delivering these relevant aspects through content, using the best platform, will require a radical shift in the way communications are designed.

Virtually anything where consumers access relevant content will have to be considered a possible medium. In some instances the technology will have to be created to best serve the needs of the brand story. E.g. ‘Virtual mirrors’ that let you see what you look like in different clothes / make-up / hairstyles before you purchase.

Source: Faris Yakob

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