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vanaera · 6 years ago

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Dandelions on Stage

Synopsis | You've always stayed far from the limelight and Jungkook hates to see you hide yourself and the wonderful things you can do in the dark. He encourages you to take The spotlight, but then he kinda regrets it when you aimed for The actual spotlight. Look, you mean a different thing and it looks like Jungkook quite made a mistake just to have the spotlight with you. Well, here goes something new he has to overcome again.

Genre | Fluff (tooth aching fluff) (football!jk + childhood friend!you)

Word count |3,892 (I’m sorry this gif made me lose control)

Disclaimer | GIF credits to @jungshiii

Read more of football!jk drabbles in The Prince and His Rose

Jeon Jungkook likes a lot of things. Football, his friends and family, pizza, action and horror movies, Buzzfeed Unsolved, and of course you. Everyone knows these except the last part (everyone actually knows except you). But just like how he likes a lot of things, there are also some things that makes Jungkook's mind pass out in irritation and unfortunately that also applies to his love of his life. And no, chasing for your affections is definitely not irritating, he practically enjoys every second of it. It's actually the way you make yourself smaller, and stay far from the limelight when you actually deserve every shine and exposure you could get having the spotlight. You've always been the center of the galaxy when you were young, why shy away from your own glow now?

Otor-nim Y/N: You know I'm not that confident, Kook. Let's just brush it off there'll be more opportunities to come I'm just not ready yet. (9:39 P.M.)

Jungkook wishes his glare could penetrate the screen of his laptop just so he can make you understand what the hell you're missing on.

Star Kook: But the play will be directed by Kim Aeri! Your favorite prof in Lit and damn I say for sure she's impressed with your works in class even if she looks apathetic to it with her mean frown. I mean, you're the only one who got 1 in her class in our batch!

Jungkook always knew your admiration for your literature professor and the way she directs plays managed by the Drama club in the university that even received awards that prided your school in the field of performing arts and literature. He remembers you squealing in your freshman year when you told him you want to try writing scripts for a play too. Sure enough, you became one of the contributing writers of the next production. You dragged him along with you to watch what you helped to create eventhough Jungkook has mixed feelings about it just the moment he read the tagline of that play. Maybe he's kinda disappointed you weren’t the head writer that came up with the whole storyline when you can produce much better work in the first place - maybe he's just biased to your works, mostly to you, he can't quite tell. Looking at you beside him in the dark auditorium smiling so wide and hands clasped in excitement, he decides he'll just be by your side in your writing endeavors if he'll get to see you this happy upclose.

By sophomore year, he thinks the minimal distance between you two wasn't enough for him when the realization of the reality of his affections for you finally settled in. If he has to defy distances to strengthen the gravitational attraction between you two just so he can satisfy his desire to orbit around you closer, then so be it. He joined the Drama Club too and he helped in the lightings and sound management - whatever Namjoon hyung preferred him to help him with for the production at hand. He hasn't joined any organizations yet in the university anyway and his experience in theater actually helped him in creating better animations he uploads in his youtube account. Of course, seeing you more frequently around the university is a great and one of a kind incentive.

However, it irritates him to see you getting bossed around by your senior head writer who most of the time demands you to just write what his vision for the play is. It's excruciating to see you face rejection upon rejection of your storylines worth taking a physical form onstage just because of people refuse to get out of the well and explore new things worth tackling about. But most of all, it pains him to see you getting upset and disappointed of yourself when some of your suggestions for the plot got turned down "just because I'm only a contributing writer," you cried to him on some nights. He's very sad he can't do anything but embrace your shaking frame with the warmth he offers and he cards his fingers through your hair as he whispers "It would be okay. You'll get your shot soon," against your forehead. He knows it's hard to change one's perspective of themself so soon so he'll just try and try until you start to believe in yourself again.

Now that it's junior year and the senior head writer finally graduated and is now far away from the club, the club is looking for a new head writer and new actors for a play they'll present in front of critics and journalists who decided to write your university's productions in a magazine. That's why the dots on the screen next to your name that kept going on and on frustrate the hell out of Jungkook.

Star Kook: If you want to make your dreams come true, you have to go out and make it work. That's sounds similar what you said to me back then, remember?

"What do you want to do in your life, Jungkook?" you asked him, a question too heavy for your premature 14-year old mind, so casually while twirling a white dandelion.

"I don't know yet. I'm not good in anything yet," Jungkook murmurs and he was startled when you suddenly nudged him with another dandelion for him to hold. He accepts it anyway. "What about you?"

"I'm going to be a writer. A very good one," you beamed at him, giggling and eyes resembling half moons.

Jungkook stares at you. He's never seen eyes so bright like yours before.

When you look at him funny with your forehead furrowed, he breaks from his stupor and mumbles, "Th-That's great. I-I'm kinda embarrassed I still don't know what I'm good at."

"You know you'll find it soon, right? You just have to get out there to find it though. Only then you'll be happy with yourself."

Laughing at his blank look, you just tapped him and said, "Let's just blow the dandelions away and hope for the best, hmm?"

"Yeah." And you blew away the petals hoping it carries your dreams and hopes somewhere in the following years.

Star Kook: I hope you still remember what you said to me in your garden.

***

"I'm going to do it, Jungkook."

"What?" Jungkook almost chokes on his breakfast.

"I'm going to take the spotlight!" you lunge yourself towards him to hug the life out of him and Jungkook opens his arms to engulf you in his warmth, sandwich and coffee now at the back of his mind. Spotlight? You're gonna go onstage? Why not the head writer? Maybe you got it wrong, no? What he actually meant in his message is for you to take the head writer position, not be an actress so suddenly.

You mumble in his jacket, "So many people are going to recognize me! Thank you so much for the encouragement!"

Jungkook manages a crooked smile. He didn't expect you to decide so suddenly to be an actress, but well, you always manage to surprise him in every moment of his life in the first place. Whatever you do, your call.

"That's great! You finally put your head in good use," he lightly flicks your forehead.

"Meanie," you pouted before breaking into another giggling fit. "But I'll agree with you on that."

Jungkook laughs. He knows he'll forever be by your side in the adventures you'll take in your craft.

The next week, particularly the week of the applications, Jungkook suddenly thinks he might be wrong in encouraging you.

"Jongin, you're gonna apply for the main role, right?" Jungkook hears Kyungsoo by the neighboring table in the cafeteria and he can't help but keep his ears open to their direction.

"Umm, yeah. I've been eyeing the spotlight since freshman. Prof. Kim already posted the upcoming production is a musical about unfortunate love between polar realms and it's up to the new head writer how he... or she could work around under Prof. Kim's guidance. Anyway, the head writer will work solely alone in the next project so the next storylines will be totally different and it's kinda exciting."

With clammy fingers, Jungkook types up your name in his messaging app. You're taking too long to get in the cafeteria for your snack anyway.

Jungkook : Hey, where are you? And what do you mean by spotlight last week? (10:47 AM)

Y/N : I'm on the way!!! And The spotlight spotlight! (10:48 AM)

Damn it.

If you're going to take The spotlight, he can't let Kim Jongin, top ballet dancer, be your freaking leading man. That guy's been unnecessarily getting too close to you this year with all that "inquiries about the script" he does in the Drama Club and all he can do is watch with green envy up in the sound control room as you interact with that guy. In his defense, why the hell does a side character have to interact with the writer in the first place? He should go to the director to ask!

Of course, he's definitely not shittalking Jongin just because of his childish desire to be your leading man if you're going to be the star female lead. It's definitely not because he may or may have not also daydreamed of being your male lead that may hopefully come true in the real life. It's definitely not because of that.

Bitter thoughts left him the moment you ran to his table huffing land catching for your breath.

"You're so late! What took you so long?" He grabs your bag to set it beside his in his chair.

"My - ha - my Bio prof extended the class."

"Oh. Okay. Understandable too with that short legs of yours."

"Meanie!"

Later that day he accompanied you to hand in your application to Prof. Kim in the Drama Club. Unbeknownst to you, after he walked you to your dorm that afternoon, he sprinted to the Drama Club and rushed an application of his.

And it's definitely because he thinks of the best for the play. Of course he's more suitable for the lead role than that Jongin guy.

Jungkook didn't expect to be awaken mid-five o'clock in the morning after two weeks since the audition he spent nights to work on. He actually crashed polished his dancing and singing skills that got quite rustic after he focused on football. So who the hell disturbed him from his much needed rest -

"Jungkook! Oh my God I finally got the spotlight!"

Jungkook's eyes shot open and a smile immediately replaces his irritated scowl. He turns to his side, his day already made with having you call him first thing in the morning. "Oh - oh yeah... That's great." So is the thought of you being his lead female. He already got the acceptance letter in his e-mail yesterday. It's only time you -

"And oh my god, you got the lead male role! I didn't expect you to actually go onstage my God, imagine former sound and light technical Jeon Jungkook now the male lead of a production? What a promotion, man! You must have spent nights after your practices just to get the choreos in musicals!"

Jungkook chuckles; you always knew him like the back of your hand.

"Anyway I'm the new head writer and Prof. Kim already gave me the guidelines of the prod although I'll be on my own and submit for approvals for the next -

Wait, what?

"You - you're not the female lead?"

"Of course, no. Jungkook, what are you thinking?"

"But you - you told me you're going to take The spotlight spotlight?"

"I mean yeah, the head writer position is The spotlight spotlight! Did you actually think I'm going for The spotlight female lead?! I can't even act for Christ's sake! Anyway as I was saying, I'm looking forward working with you, Dusk."

God, what did he get himself into?

One to two hours of vocal practice everyday along with another two hours of dance practice every other day, Jungkook decided to trade in his morning sleep-ins for morning football practice to manage his schedule he drowned himself in. His friends Jimin and Taehyung told him he was kinda - scratch that - actual idiot for spreading himself thin to reach the girl he likes. Well, he reasoned what he does wasn't one sided when you've always tried to stay later to accompany him in his late football practices eventhough he told you you can just go home. You just wave him off from the bench you're sitting on and proceed to diligently work on your homeworks and some pieces you could slide in your sched as stress relievers. It's only fair he reach out for you too, when fate's freely giving him opportunities to strengthen his gravitational pull on you. Sometimes, Jungkook thinks his intention in his involvement in the play was quite selfish and it's the first time he actually felt good about it. He only attended practices just so he can see you prancing around his vicinity, doing this and that, talking to the professor, the side casts, and lastly the lead characters. But most of all, he lives for the days you'll get to practice with him one-on-one for his delivery of the lines and other things.

"Hey! Have you memorized the new set you'll dry run tomorrow? I-" you entered one of the rooms in the backstage to see him hunched over the desk, fingers tapping a beat against the wooden table.

"What? Oh ah, yeah. Just a couple more and then I'm finally done for the set." He looked up at you, huge reading glasses perched on his nose. He immediately returns his eyes onto the script you must have spent nights and days writing before he could drink in your lithe form dressed in fitting jeans and denim top that just accentuates every curve you're blessed with. God, you're going to be the death of him.

You sat on the bench facing him, fingers coaxing him to give you the script he's been reading over and over. "I've seen you burning holes in this with your intense gaze yesterday. I think you already got enough to be properly presented."

Jungkook clears his throat. Right, you're very professional in whatever business you engage into, and he can't help but think half of what his classmates said about you is true : all-businessy, serious, and quite intimidating. However he finds this attitude of yours inspiring instead of condescending, and highly attractive rather than scary. You managed to own quite of a huge place in his heart and Jungkook would always know it's only right for an amazing person to do so.

Jungkook says his lines with you nodding your head and it makes him anxious as up until he mutters the last line for the scene. " ...I bring the indigos and blues that color the skyline, my hues laden with rues your vibrant colors can never alight."

"Good! You've already done the segmenting of each line properly," you said as you glance at the script then back at him, a wide crescent now visible on your lips. He knows he's the only one given the privilege to see you like this in the club when you just ease out small smiles here and there to your co-workers and that thought alone paints a huge grin on his face.

"Just loosen the tension and the anxiousness then practice the feelings and such among these lines. Think of something you've always wanted to have yet everyone around you prevents you to reach that by setting more distance between you two. You get what I mean?" Jungkook nods. That's easy. He could just think of his current situation in the standing for your heart, his heart too, that got him to his position now.

"That's only it. You don't have to stay too long here now. Jimin's ranting to me yesterday how I now literally glued you to my side," you chuckle as you motioned to him, standing up to let him fix his things. But before he could tear his gaze from you, his face is suddenly cupped by two hands. And now he's looking at you with centimeters apart from your breaths as you slowly take off the glasses from his face.

"You know you should really clean your glasses," you brought up your small handkerchief he knows you always carry around to wipe the lens. "I really don't know how you can manage to work with these looking all blurry and stuff." Giggling, you fit his glasses back onto his face, palms warm against his hot cheeks, tapping them twice before snorting. "You only look cute like this when you've shut your mouth."

Scoffing, Jungkook playfully pushes your hands away. "Oh, please, I always look cute."

"Whatever you say, Kook. I'll go to the dorms late today so don't wait for me!"

"Of course not!" He hollers and then you're off his sight, the birds in his ribcage letting out sighs of repressed songs now free in the open.

Later that night, Jungkook comes by the front door of the designated room of the Drama Club and you flicked his forehead for being stubborn. He walks you to your dorm and leaves with a goodnight wish and quick hug enough to warm his chest for the cold evening as he heads for his dorm.

Of course, not all days are like this, especially when he has annoying Kim Jongin frustratingly hogging you when it's scheduled for you to meet the other cast. And during those days, he finds himself making up ridiculous requests just to tear that ballet boy away from you.

"You requested for a run on for your lines again? We already went throught that yesterday!"

"I need more practice."

"Ugh, fine."

---

"You said you requested for my appearance. What's your deal now?"

"Nothing, just wanna see your dumb face."

"Damn you, I'm leaving."

"No, wait!"

Sometimes he wishes he haven't taken the lead role so he won't have to deal with the burning stares of that irritating ballet dancer; so that he can work with Namjoon hyung again, seeing the man around the campus giving him funny nuances "You've been quite ambitious this hear, huh," or "I missed working with you, kid," that absolutely makes his heart cringe and soften at the same time for his hyung. But all of those are dismissed whenever he can see you on the other side of the stage, smiling and proud of your work as you see it take form in the lines he delivers perfectly for the dry runs. Imagining your face in the place of Lee Sungyeon, a senior he's good friends with and the lead female in the play, surely helped him give a good performance in the practices. Though sometimes, it's kinda hard when Sungyeon suddenly breaks into an awkward fit of giggles because she just had to repeat over and over again she's expecting Jongin to be the lead - not him, which makes him somehow feel bad coveting the spot. But still, he thinks there are more incentives for him to feel great with this impulsive decision he made when he gets praised for the work he does and he gets to see your eyes brighter these days.

As the performance day nears, your schedule and workload made him see you less and less as he got busier with the final rehearsals. The distance makes him unnecessarily grumpy on some days though your texts of encouragement and evening meals packed in food containers you leave in front of his door easily pacifies the trainwreck he's feeling. However, the actual tornado in his chest comes when it's the D-day and his make-up is already done and the audience is already seated in the auditorium and his hands are already getting sweaty and just - can you at least show your face to him before he probably turn this day the worst day of his life?

Well, he gets his wish when he hears a "Psst!" in the make-up room his occupying.

"Holy shit, you scared me," he breathed out as you laughed, letting yourself inside the room.

Nearing his chair, you played with the rose tresses of his. "Oh yes, your hair's looking good."

"The make-up committee sprayed it in fucking pink. Taehyung made fun of me when he facetimed me twenty minutes ago."

"Well, just bear with it. You really look like the Dusk I wrote about so I'm really happy. You look fantastic with it too."

Jungkook gulps. "R-really?"

You playfully poke his cheek. "Yes, handsome and it's not everyday you get to hear me say this so better imprint this in your memory."

"Hell yeah, I will," Jungkook smirks and you let out a guffaw.

Your phone suddenly rings and it's Professor Kim demanding your presence in the front row of the auditorium. You quickly say you'll be there, and this time Jungkook thinks the real deal is now happening and he's quite ready now after seeing your beautiful face.

"Hey, I'm going back, now," you say with a smile. And before you leave him be, you hug him suddenly, knocking whatever breath Jungkook was holding in as he encases you in his arms. "Goodluck on the play and I hope you slay it." Pulling yourself away, you give him a quick peck on his cheek. Smiling as always, you mumble, "I promise to treat you in that expensive steakhouse you've been raving to me."

"Really?"

"Really."

And you're off of his sight now, the warmth on his cheeks and on his chest spreading like wildfire consuming whatever wreckage the tornado left. He's more than ready now.

The play ends successfully and by next week, a magazine about the brilliant performance of the actors and the genius plot of the play lands on your door.

"Look, they said here 'the male lead's performance is extraordinary though it is necessary to point his attention is focused on the audience rather than the female lead which is quite new for a theater experience.' I can't treat you out!" you laugh, pushing Jungkook's legs off your lap as you throw the magazine to which landed in his awaiting hands.

"Hey, they never said anything bad! See 'new experience'!" Jungkook emphasizes, index finger going on and on around that line. "Anyway, I think I've had enough of the spotlight. I'm gonna go back to Namjoon hyung."

"Aww, I'll miss your unnecessary requests no male lead actor has ever done yet in my life."

"You'll just miss working with me upclose, just admit it," He chortles knowing you'll never gonna say it. How can you? You've always brushed off -

"That I do."

Oh god. When it comes to you. It will always feel like he's doing everything for the first time. And Jungkook knows his heart will always combust again and again.

"You never let me pay for you!"

"A-a man can't let a lady pay."

"Are you a man?"

"Hell yeah, I am!"

"Okay, whatever you say."

"Oy, come back here! I’m as manly as any man can be!”

A/N: Hi hons! Sorry I wasn’t able to update this week so here’s something long to make up for it. I’ve been overwhelmed after I posted my first oneshot, Translucent Fireworks and so Iet it stay in the frontline of my blog because I feel utterly happy about it. Now, I’m still taking requests though I’ll only be able to post on weekends or whenever I had a free time since college already started. But I promise, I’ll post something for every week.

Thank you for all the support you’ve been giving me. It really means a lot!

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porchenclose10019 · 8 years ago

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Does corporate storytelling work? Some mega-brands say no.

By Mark Schaefer

With much flourish, Coca-Cola announced in 2011 that it would be moving from “creative excellence to content excellence.” It made an epic, two-part animated video on their strategy, explaining that they would be creating such amazing content that it could not be contained.

Shortly after this announcement, the company launched a magazine-style site called Coca-Cola Journey. This is what it looked like:

This thing has spirit, it has soul, it has lots and lots of stories. Check out that navigation bar folks: SPORTS, FOOD, ENTERTAINMENT, HEALTH.

Does that sound like a soft drink company website? This content site was populated by professional journalists and Coca-Cola Journey represented bold and unconventional corporate storytelling at its best.

I’d also like to direct your attention to the item in the upper right corner of the screenshot. This was a post by blogger and entrepreneur Adam Kleinberg disagreeing with Coke’s marketing strategy. Kleinberg told me that he blogged about this topic on his own and then Coke invited him to post the dissenting opinion on the front page of their corporate site.

Huh? A negative post about the company on their own site? Unheard of! Clearly Coke was investing heavily in “the story.”

This is what the Coca-Cola Journey looks like today:

Well darn.

This looks like a regular old corporate website. The sports section is gone … in fact all those cool sections are gone — and the guys in suits are back. This site is so … boring. Where is the storytelling? What happened?

In a Digiday post, associate editor Shareen Pathak reported that the big factor in Journey’s storytelling failure was Facebook. First, organic traffic to the Journey site declined precipitously because more people were viewing content on Facebook instead of clicking to websites (I reported on this rise of the newsfeed in an earlier post). The other factor is that with Coke’s buying power, it could create promoted content on social sites more cost-effectively then feeding their own publishing beast with original content.

So, they stopped. Is Coca-Cola still a brand publisher? Well, unless you count press releases, not so much.

The end of a corporate storytelling era

“Journey” is just one in a long line of ambitious corporate storytelling ventures that did not pan out.

Another example is Newell Brands‘ Sharpie pen division. Beginning in 2009, Sharpie hosted one of the most beloved and creative content sites in the world. They pioneered user-generated content, featuring entertaining customer stories that ranged from home decorating to high fashion … all with Sharpie pens. Yes, this company found a way to create an excited and engaged community dedicated to pens!

The Sharpie blog has not been updated since 2013. The amazing content team was disbanded and the social media accounts were mothballed about the same time.

I reached out to the company for comment but they would not respond to my request. One former team member told me “I weep when I think about the lost Sharpie opportunity. I weep when I think about the fans — we were so connected to them.”

Sharpie had done everything right with an epic content marketing program … and then abruptly ended years of value they had built in storytelling and passionate fans. What’s going on here?

The best content marketing case study … is over

And then there was the biggest blow of all.

One of the most celebrated content marketing case studies in history starred Fiskars scissors. The awesome Brains On Fire Agency created a global community scrapbookers for the Fiskars brand, driven by a user-generated blog, case studies, and craft projects.

The company was able to cite a dramatic increase in awareness, audience, brand loyalty, and sales due to the energetic content site. If there was ever an iconic content marketing case study, this was it … and yet, remarkably the whole thing has been dismantled, piece by piece.

Spike Jones, who was part of the original team, blogged about the effort’s demise in 2014:

The beginning of the end goes something like this: the internal champion of the program left the company to pursue other opportunities. And when that happened, things began to change. The program began to be dismantled. The structure of the program – especially the role of the lead ambassadors, devolved from four, to one, who is now more of a community manager instead of a true lead ambassador. Originally, the leads were encouraged to talk about anything that was going on in their lives. Now? It’s all about crafting and products, causing it to blend in to the noise.

The biggest blow to the program came last year, when the decision was made to move away from the dedicated online community platform to just a blog (with no comments) and a Facebook page. So gone are the threaded forums with members issuing fun challenges to one another or doing random acts of crafting. Gone are the thousands of uploaded images of beautiful crafts that capture amazing memories of the members lives. Gone is the assigning of your unique Fiskateer number or the special one-of-a-kind pair of scissors that you receive in the mail and cherish as a member.

To be honest, everything that made the program special is no more.

Sad … but not unusual. Another example of culture killing a great content program occurred a few years ago at a giant telecom I was assisting. This company was a perfect case study for content marketing done right. They built an internal content program patiently and organically. They had state of the art technology, the understanding and support of marketing leadership, an expanding audience, and “hockey stick” metrics.

After a corporate reorganization, the department was re-assigned to a new VP and within six weeks the entire program was killed. The new leader grew up in the era of ads and couldn’t understand what was even happening in the program. One of the biggest companies on earth turned its back on content marketing.

The lessons going forward

There’s a tendency in our field to market to marketers. We gush enthusiastically for content, for social media, for brand publishing, for community, for squishy stuff like “engagement.” Maybe we’re even afraid not to play along and gush.

But as you’ve seen today, sometimes even the biggest and most successful brands who are throwing everything at their “story” can’t make it work. Is it any wonder you’re having trouble doing this for your company, non-profit, or university?

Is brand storytelling just a bad idea?

No.

Marketing has always been about storytelling to some degree. But I think there are some themes from these examples that can be instructive moving forward:

1. Don’t think like a publisher

How many times have you heard a marketing guru say that every company has to think like a publisher today? Here is the definition of publisher: “a person or company whose business is the publishing of books, periodicals, engravings, computer software, etc.”

Unless you really are a publisher, your business isn’t about publishing content. It’s about your business.

We see how Coke drank the Kool-Aid (actually that’s a funny image) and they really did try to be a publisher. But in this case, it didn’t work because who wants to come to Coke for the latest news on sports, entertainment, or fashion? Leave that to ESPN and Vogue. Coke needs to be about Coke, which is more than enough.

My advice is, don’t think like a publisher. Think like a marketer.

2. Don’t get stuck

Nobody really wants to come to your website any more unless you’re an eCommerce titan … and even then, people are probably flicking around on their smart devices getting the best deal with only a dim recognition of the site they’re on, let alone your “story.”

The world has changed a lot in the past two years. If you’re still doing the same content marketing you did 24 months ago, you need to look up and see the new world.

People want content in a newsfeed. The inbound marketing model where scintillating content attracts customers to your site like a magnet is becoming increasingly mythical.

3. Corporate culture is a bitch

Most people don’t know this but I have a graduate degree in organizational development. So I look at consulting assignments from a holistic perspective. When I work on a marketing strategy, I consider the company’s history, politics, and bureaucracy as well as the competitive environment.

But even I was surprised when the new telecomm VP destroyed years of content success in a matter of days. Just goes to show that if the leader doesn’t get it, it doesn’t get done. There is no such thing as a grassroots cultural change. Embracing a content strategy has to come from the top, every time.

Changing a corporate culture is no less daunting than walking into France and saying “Hey France, we want you to be Russia now and drink vodka.” Tough to do.

Now please folks, don’t go tweet the world that Schaefer said content marketing is dead. I’m not saying anything is dead. I’m simply encouraging you to rationally consider why some iconic programs are failing, why the new realities of content distribution mean a lot to your business, and why this whole idea of “thinking like a publisher” without considering the end goal is a little crazy.

And that’s the end of the story.

Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant. The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak to your company event or conference soon.

Illustration marked safe for re-use by Unsplash.

The post Does corporate storytelling work? Some mega-brands say no. appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

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