Lots of storytelling stuff here. Enjoying it hugely…

Firstly, a nice simple articulation on the organic state of storytelling (i.e like an ecosystem), or ‘Participative branding’ as it is called here

Slighlty less on topic, but brilliant nonetheless, is this from BBH labs (the most interesting thinking online, I’d argue)

The ‘battle between art and the algorithm’ is pretty much that. Fascinating article about how the incredible power of the ’surpise’ is being lost in a world of advertising where everything is perfectly targeted, fitted and suited to your every need.

Or, as articulated in a much superior way by BBH Labs itself….

‘Well, these shifts are triggering a smoothing out in our experiences, prompting a reduction in serendipity and introducing a spooky predictability to many facets of our lives. It’s becoming clear that ultra relevance comes with a hidden price. Because if everything’s relevant, then nothing’s unexpected, and if nothing’s unexpected, then nothing surprises you, and if nothing surprises you, then that’s a strange, neutralized, vanilla kind of life to lead. Think John Anderton meets Truman Burbank.

We’re talking about the end of surprise.’

Finally, the ever wonderful Faris Yakob on social media. Once again, there is nothing majorly mind blowing about all of this, but the articulation is spot on. However, I will highlight this quote, as to me it is so hugely important to all we do in the social media space

‘Our focus should not be on emerging technologies, but on emerging cultural paractices’

Exactly. It’s not Twitter that’s interesting (Twitter is simply a tool) – it’s our use of the one-to-many communication model, and the reason behind this, which we should be thinking about.