The Future of Transmedia Brand Storytelling and a Model for Practice

Karen E. Sutherland () and Richie Barker ()
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Karen E. Sutherland: University of the Sunshine Coast
Richie Barker: Deakin University

Chapter Chapter 12 in Transmedia Brand Storytelling, 2023, pp 247-271 from Springer

Abstract: Abstract The final chapter focuses on the future of transmedia brand storytelling by first exploring past predictions from the literature, and comparing those with our findings from the practitioner interviews in this study. The authors then make our own predictions based on our analyses and their possible impact for scholars, practitioners and brands. This chapter concludes with the presentation of a Transmedia Brand Storytelling model for practice, a culmination of the research and analysis undertaken throughout the book and a representation of the practical application of theory to practice. The main aim of this “end-to-end” model is to provide scholars and practitioners with a methodology to underpin the creation of a transmedia branding project that has evolved from the comparative analysis of theoretical concepts and primary research undertaken with creatives and campaign managers. This model for practice can be used by industry practitioners to underpin and guide the development, implementation and evaluation of immersive transmedia branding campaigns.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-4001-1_12

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DOI: 10.1007/978-981-99-4001-1_12

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