Tag Archives: marketing strategy

Media Plans vs. Story Systems

Creating Worlds vs Ads

Our Storyscaping approach directs marketers to move beyond just creating ads; it inspires us all to begin creating worlds. Part of creating a world includes building a Story System to support it. So, while ads are still part of your world, they are looked at through the broader lens of a Story System. With that, […]

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brand strategy, Darren McColl, Daz McColl, marketing strategy, media myopia, media planning, story systems
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Creating Ads vs. Creating Worlds

Creating Worlds vs Ads

Stop Creating Ads, Start Creating Worlds is the subtitle of our book Storyscaping, and when my co-author Daz and I are out presenting at events across the globe or being interviewed by media, we often hear the question, “How is creating worlds different from creating ads?” This idea of a “world” is much bigger than just […]

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customer engagement, experience design, Gaston Legorburu, marketing strategy
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