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The days of conventional brand storytelling are over, thanks to the democratization of content creation and the rise of image and video over text.

When conventional brand storytelling is dead, success (however you wish to measure it) will depend on putting people at the core of content to tell stories. A human-centered design approach is a powerful framework for creating compelling content.

Why it matters: The response by companies and publishers — create yet more content — has been misguided. Not only is it not enough to simply produce more of the same, it's also no longer just about producing high-production-value content.

Three key lessons to heed from content saturation:

  1. Just because you create content doesn't guarantee an audience
  2. Success is not always driven by the highest production-quality content. Brand owners love glossy content, but they will have to get over themselves if they are to fully embrace consumers' growing preference for content that is rough and ready.
  3. Live rocks! Live video allows the audience to participate as the event happens, and their participation helps shape what you do next – driving three times the amount of engagement over pre-recorded video, according to Forrester Research.

What to watch: Brand owners will need to step back, stop driving conversations and instead make room for audiences to shape their own stories. Expect content that's more personal and instant and expect it to play out as short stories and live video.

George Marcotte is the Managing Director and Go-to-Market Lead for Accenture Digital UK and Ireland.

Go deeper

Schumer's m(aj)ority checklist

Senate Minority Leader Chuck Schumer. Photo: Tasos Katopodis/Getty Images

Capitalizing on the Georgia runoffs, achieving a 50-50 Senate and launching an impeachment trial are weighty to-dos for getting Joe Biden's administration up and running on Day One.

What to watch: A blend of ceremonies, hearings and legal timelines will come into play on Tuesday and Wednesday so Chuck Schumer can actually claim the Senate majority and propel the new president's agenda.

The dark new reality in Congress

National Guard troops keep watch at security fencing. Photo: Kent Nishimura/Los Angeles Times via Getty Images

This is how bad things are for elected officials and others working in a post-insurrection Congress:

  • Rep. Norma Torres (D-Calif.) said she had a panic attack while grocery shopping back home.
  • Rep. Jim McGovern (D-Mass.) said police may also have to be at his constituent meetings.
  • Rep. Adam Kinzinger (R-Ill.) told a podcaster he brought a gun to his office on Capitol Hill on Jan. 6 because he anticipated trouble with the proceedings that day.
Off the Rails

Episode 3: Descent into madness ... Trump: "Sometimes you need a little crazy"

Photo illustration: Sarah Grillo/Axios. Photos: Tom Williams/CQ-Roll Call, Chip Somodevilla/Getty Images

Beginning on election night 2020 and continuing through his final days in office, Donald Trump unraveled and dragged America with him, to the point that his followers sacked the U.S. Capitol with two weeks left in his term. This Axios series takes you inside the collapse of a president.

Episode 3: The conspiracy goes too far. Trump's outside lawyers plot to seize voting machines and spin theories about communists, spies and computer software.

President Trump was sitting in the Oval Office one day in late November when a call came in from lawyer Sidney Powell. "Ugh, Sidney," he told the staff in the room before he picked up. "She's getting a little crazy, isn't she? She's really gotta tone it down. No one believes this stuff. It's just too much."