The second component is a Story System. This is the glue that delivers the emotional and transactional experiences to the consumer – wherever they are and whenever they want.
Building a Story System requires understanding the experience space – which is way more than Facebook, Twitter, Instagram, YouTube and whatever else is hot right now.
It’s about understanding how everything works together to impact perceptions, behaviors and the human context of brand interactions throughout the consumer journey. Most importantly, it involves shifting those behaviors as well as perceptions.