It’s not complicated. It’s not even something I developed—all credit goes to Gaston Legorburu and Darren McColl of SapientNitro, as outlined in their seminal book Storyscaping. In a nutshell, Storyscaping makes the case that consumer expectations have shifted, and many brands need to play catch-up. The digital landscape is changing rapidly, social media is evolving, and brands are beginning to understand both the importance of storytelling and the need to develop channel-specific engagement strategies. But that isn’t nearly enough.