EPILOGUE

Kate McCagg

Head of Brand Innovation Lab, Amazon Ads

In the last 10 years, people have become a lot more comfortable with the value exchange of advertising. There’s more sophistication and understanding on the part of the consumer – they get why this ad is here and are willing to watch it if it gives them something in return. What makes an ad engaging and even enjoyable is when it’s great storytelling that’s relevant, thoughtful, funny or charming and evokes an emotional response.

Looking ahead, as technology continues to evolve, brand storytelling will become even more democratized. Great brands are starting to relinquish control over exactly how a story gets told and letting their customers have a say. This collaboration will be part of the future. Channels will change and how we deliver these stories will need to adapt accordingly.

There’s the story and there’s the company – those two things are rightfully converging as a byproduct of the internet’s mass accessibility. People’s desire for companies to have accountability for the stories they’re telling has always been important, but now there’s more opportunity – and expectation – for open dialogue between a brand and a customer.

From oral fables passed down through generations to movies that define pop culture, stories are core to the human experience. They inspire us, move us, and help us make sense of things. Brands that can effectively harness this timeless art for modern customers will reap the rewards in loyalty and longevity – and ultimately close the loop to commerce.