Rei Inamoto, founder of global innovation firm, I&CO and former chief creative officer at AKQA, on the shift from storytelling to trusted differentiation as a core brand strategy. The author of "Brand Shift" says that the rise of short videos, personal brands, product-as-content and increased consumer expectations has changed the very nature of storytelling and made trust a premium in a world where information is murky. While our human obsession with storytelling over thousands of years is important in marketing, he argues it is the notion of trust and how a company positions itself as trusted differentiation that really matters.
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