Extending Story with The Craftsman Agency: Q&A with CEO Gina Michnowicz

Jordan P. Kelley, Content Director, Brand Storytelling

The thing people love most about a story is the way it makes them feel. Anticipation and excitement build around the prospect of engaging with a great story. Today's technology and consumer behavior enable storytellers to build that anticipation in a myriad of ways. However, ample opportunity doesn't ensure ample success. A generation of savvy consumers easily repelled by an over-saturation of money-grab marketing has to be approached with finesse - the kind of finesse foundational to the work at companies like The Craftsman Agency. Utilizing bold storytelling that crosses physical and digital boundaries, work coming from The Craftsman Agency exemplifies the efficacy of story extension. Brand Storytelling caught up with CEO and Executive Creative Director Gina Michnowicz to learn more about the art and craft of story extension, especially when working to extend story with brands: