Storytelling, as explained by Douwe Bergsma, is indeed a different way of looking at marketing communications, one that requires new processes, metrics and staff. Bergsma, CMO of Georgia-Pacific—the paper goods giant behind the Brawny, Quilted Northern and Dixie brands—offers some fascinating details that often separate a good story from a great one, including three secrets to crafting a successful marketing story.
This was inevitable. Twitter has added photo and video items that users see when they log onto the social network from the Web or a mobile device. The move comes just ahead of Twitter’s I.P.O next week, as the company looks to feature more multimedia elements and expand its appeal among consumers.