An examination of what separates brands and creators and what each needs to understand about the other to avoid production pitfalls. Includes interviews with brands and producers and outlines best practices designed to keep projects from falling into the abyss. 

Pages: 20

Author: Jess Moss

Cost: $75

The world of sports, like everything else, remains in a state of flux. Little is definitive, and new lessons are constantly being taught and learned. Nonetheless, for those engaged in brand storytelling in sports, conversations with content creators and others working in and around the business of sports indicate there are lessons to draw from the last few months likely projecting forward in the months and years to come, even after the pandemic subsides. 

Pages: 13

Author: Brian Kamenetzky

Cost: $75

As more streaming services come online and audiences continue their shift away from traditional linear television, brands face big decisions on how and where to tell their brand stories. They find themselves navigating a fragmented marketplace increasingly dominated by content creators and distributors who have very different business models--and very different approaches to brand storytelling and advertising--from each other and the brands themselves. In this research report, we offer a deeper, more brand-focused, view of the so-called “streaming wars” and provide insight into how brands can navigate this constantly changing ecosystem.

Pages: 8

Author: Bedatri Datta Choudhury

Cost: $75

2020 has been a year of reckoning for all brands and companies. How do they stay open? How do they support and protect their employees? How do they support and protect consumers? Amidst these critical questions – and perhaps because of them – brand purpose has become critical as companies wrestle with their role in a global society being rocked by a public health crisis, economic recession, a racial reckoning in the United States and a year of escalating climate crises that affected billions of people around the world. 

In this research report, Brand Storytelling focuses on the lessons learned by companies this year in connecting brand purpose with clear actions to positively affect the critical issues facing our world.

Pages: 13

Author: Fara Warner and Chris Graves

Cost: $75

 

Fara Warner

Editor-in-Chief, The Elevate Reports

Purpose + Action:

Moving Purpose-Driven Storytelling from Message to Mission

Fara Warner is a journalist, author and teacher. She previously led a team of journalism-forward creators--including editors, writers, designers and developers, focused on redefining custom content for Dow Jones. They created best-in-class custom content solutions for the world's largest advertisers. This ethos can be seen in the work she created for WSJ Custom Studios, which has been awarded the Cannes Lion for Effectiveness as well as D&AD Pencils for design. Prior to Dow Jones and Wall Street Journal, Fara led editorial teams at Aol Inc.  She authored the report “The Rise of Impact Entertainment” for Brand Storytelling in 2019 in conjunction with Participant Media and The Harris Poll.

Jess Moss

Senior Manager, Editorial Strategy, Marriott International

Bridging the Divide:

A Production Playbook for Brands & Creators

Jess is a Washington DC-based writer and strategist with extensive experience in content marketing and brand storytelling. Much of her career focused on telling travel stories; she manages content strategy for Marriott Bonvoy Traveler, the editorial voice of Marriott Bonvoy. Jess’s background in journalism and digital media has a strong influence on her marketing and creative work, which places an emphasis on storytelling, content strategy and user experience 

Bedatri Datta Choudhury

Doc Sessions Manager, DOC SOCIETY

The Ecosystem Wars:

Navigating Fragmented Streaming Marketplace

Bedatri studied literature and cinema in New Delhi and attended graduate school in Cinema Studies at Tisch School of the Arts. She has worked extensively with documentary films, particularly in the areas of production, commissioning, and outreach. She is an editor and film critic, and loves to write on film and culture from a prism of feminism and post-colonialism. Her writings have been published in Huffington Post, Hyperallergic, Buzzfeed, Mubi Notebook and Bitch Magazine, among others. She has worked with publishing houses, an advertising agency, a newspaper, documentary film outfits and a theater company, thereby developing a passion for intersectionality of all cultural products. An alumna of the NYFF Critics Academy, Sundance and SXSW Press Inclusion Initiatives, and National Critics’ Institute, she lives in New York City. You can find her writing on www.bedatri.com.

Brian Kamenetzky

Host of ESPNLA 710, Writer at The Athletic

A State of Flux:

How Sports Storytelling was Changed and Challenged in 2020

Brian Kamenetzky is a sportswriter and radio host in Los Angeles, contributing to outlets including the LA Times.com, ESPN.com, ESPN The Magazine and The Athletic. Additionally, he has worked with athletes creating content at The Players' Tribune, and multiple studios for sponsored feature stories and videos.

Chris Graves

Assistant professor, University of Nebraska-Lincoln

Purpose + Action:

Moving Purpose-Driven Storytelling from Message to Mission

Chris Graves is an assistant professor at the University of Nebraska Lincoln where she teaches reporting and writing. 

Before coming to UNL in 2020, Graves worked as reporter, metro columnist, assistant city editor, assistant managing editor and managing editor. Her reporting work focused on crime and justice issues. As an editor, she worked to transform three traditional newsrooms into digital and mobile newsrooms.

 She has worked in print, TV and public radio.. Her crime and justice reporting work has been featured in documentaries, television shows, National Public Radio and referenced in numerous books and cited by former U.S. Attorney General Janet Reno as well as used by Harvard researchers.