In this report in partnership with Retail Focus, James Breaks, Associate Director of Design at rpa:group, takes a close look into the past, present and future of our relationship with brands, and how we engage with them.
Topics covered include:
What is storytelling?
Genuine and enduring engagement is the ultimate goal,to truly connect with your audience or customer.
The dangers of a one-way narrative
Historically, story-telling in print, radio and TV advertising meant that the narrative only flowed in one direction and that was outwards.
The online revolution
The World Wide Web created a feedback loop by opening channels of communication and interaction never before dreamed of.
The vital role of psychology
Empirical work in retail psychology forged the way for measurable decision making, and the basis of genuinely engaging narratives.
The impact of the pandemic
Physical isolation and the scale of the pandemic profoundly affected perception in our lives, playing out a storyline that we were nearly powerless to do anything about.
Our new relationship with brands and what the future holds
Looking ahead at what we demand of Brands, the stories Brands should tell and the role of technology.
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