In October, Ad Age published a provocative column by David Berkowitz, CMO of MRY, titled "The Beginning of the End of Storytelling: Brands Need to Be Story Makers, Not Story Tellers."
Mr. Berkowitz argued that the future of storytelling:
isn't about telling anyone anything. It's about storymaking, where the brand facilitates and taps into the stories people are creating and sharing with each other. Storytelling is the epitome of the old one-way, broadcast mindset that so many of us in marketing are trying to leave behind. Storymaking, by contrast, is far more fulfilling, and exactly what will matter to the people all of our brands are trying to reach.