But how can brands today take their first steps into the metaverse? And what does it mean to do storytelling in virtual environments? Moving from classic media to digital media, brand communication has changed greatly.
Brands, accustomed for decades to telling their stories on TV and in print media, have had to quickly learn how to storytell in social and digital media.
In today’s society, where the real and virtual worlds increasingly merge, it is crucial to approach brand storytelling in a radically different way, abandoning the vertical communication of “one-to-many” advertising in favor of collaborative approaches and shared sense-making by brands and users. Through examples of innovative business choices and surveys of new consumer trends, Joseph Sassoon takes us on a journey to discover the Metaverse and how, in the not-too-distant future, it may change the dynamics i marketing and many other aspects of our lives.
Author
Joseph Sassoon – brand and storytelling expert, researcher, author and conference speaker. He is the founder and leader of Alphabet and teaches Brand Storytelling at the Master in Marketing Utilities and Storytelling Techniques at the University of Pavia.
