As marketeers, storytelling is one of the most powerful tools we have at our disposal. Done well, we know it works. But is simply telling unique stories about your brand going to be enough to ensure you get the cut through you need? In a recent global survey, 87% of customers said they were looking for more meaningful interactions with brands. It’s clear that in order to fulfil this desire for authenticity, brands need to think about how they can become part of their customers’ story.

The new wave of storytelling does just this. Customers are no longer passively consuming a brand narrative –  instead, they are the story. In this blog, we look at what we can learn from those brands at the forefront of this new chapter. These are the brands embracing this role shift and building successful narratives that are written by – and star – their customers.  We ask, could hanging up your brand’s role as ‘hero’ and handing centre stage over to your customers be a best-selling formula for you?

Read our full analysis here

Also published on Medium.