When one thinks of global warming, it tends to feel like an abstract threat is coming to get us. Even with all the evidence it is hard to feel the urgency of the matter. But when one shows an image, whether it is real-life or an animation, of a polar bear stranded in a piece of ice (like the one above), we all feel the reality of the situation hit us. An endearing-looking animal losing its habitat and going through a lot of hardships. That is the power of storytelling.
Content creation has never been easier. There are a high number of platforms that allow it with just subscribing to it. Multimedia content is increasingly accessible with just the ownership of a smartphone (or the access to one). So in a world where users have access to all sorts of content at any time —and at the palm of their hands—, a statement of what the brand is and what its values are is not enough. Brands, businesses, and organizations really have to have a content strategy, that has at its core a unitary narrative. Storytelling, basically.