- Our Blog
… matter and solid storytelling that informs and entertains. If consumers are willing they can follow the story to the brand site, but nothing about that progression feels forced. Authenticity is critical to native content and brand publishing—ask anyone from Soledad O’Brien to American Express OPEN Forum’s editor at large. But authenticity doesn’t mean…
Modern media companies want brands to underwrite the stories they can’t necessarily afford to tell, and brands want to be a part of great stories. But very often, that partnership doesn’t work because brands are reticent to do the things that go into truly great storytelling: namely taking a leap of faith and relinquishing control.