The Hook

CHAPTER 16Social Media and Story Sharing

Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today, we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.

—Philip Kotler

As it is so prevalent today, a discussion of storytelling cannot avoid looking at the way narratives are being constructed and altered via social media. How does the rise of social media affect your brand narrative? ...