Seven trends defining effective story-telling in Asia

Effective brand storytelling is the combined output of seven key elements, which, though universal, take on a slightly different role in Asia Pacific markets.

Storytelling is the craft of putting the art in articulation. As the landscape of brand communications evolves rapidly around the world – with newer platforms offering varying degrees of interactivity, blurring lines between core communication functions, adoption of futuristic technology, etc. – storytelling has emerged as a nifty gadget in the marketer’s toolkit.

While this is true for any brand irrespective of scale, global or local, it holds rather special significance for Asia as a region. Historically, Asians have been some of the best storytellers in the world. From mythical dragons to futuristic AI-powered technology – the stories have...

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