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  • i think some times
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  • I think you are splitting hairs here and I'm not sure to what benefit. Narratives, as you call them, are really worlds. You mention Transmedia in the presentation (once) but fail to realize that it's through Transmedia Storytelling that narratives come alive (and have been for years through a combination of text, images, film, and gaming). In short, brands create a 'world' in which multiple storylines can take place. But neuroscience is showing us that our brains are triggered by Freytag's triangle. There is no emotional connection to just a narrative, to just a world. There is connection to character and conflict and purpose. Really engaging and smart brands will develop a world (check out Chipotle's Scarecrow game/video which has the potential for that) that has multiple storylines accessible and interactive across a wide variety of platforms (including the physical world, mind you, the 5th platform). In that way, they can appeal to the emotional needs of a wider-range of people and, above all else, respect that the user has choice.
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