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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

1 hour ago - World

Biden seeks to reboot U.S. sanctions policy

Sanctions increased under Obama and dramatically under Trump. Photo: Tom Williams/CQ Roll Call

The Biden administration is rethinking the U.S. approach to sanctions after four years of Donald Trump imposing and escalating them.

The big picture: Sanctions are among the most powerful tools the U.S. has to influence its adversaries’ behavior without using force. But they frequently fail to bring down regimes or moderate their behavior, and they can increase the suffering of civilians and resentment of the U.S.

1 hour ago - World

Merkel's farewell spoiled by Poland crisis at EU summit

One last awkward EU "family photo." Photo: John Thys/AFP via Getty Images

Angela Merkel took up her vaunted mantle as Europe's crisis manager for what could be the last time tonight, as she urged the EU to find compromise in its showdown with Poland.

Why it matters: The European Commission has threatened to withhold over $40 billion in pandemic recovery funds after Poland's constitutional tribunal — stacked with loyalists from the ruling right-wing populist party — rejected the principle that EU law has primacy over national law.

Republicans who put it all on the line

Rep. Nancy Mace speaks with reporters after voting to hold Steve Bannon in contempt of Congress. Photo: Anna Moneymaker/Getty Images

A small contingent of House Republicans risked their political futures on Thursday, they say, in the name of constitutional responsibility.

Why it matters: The nine Republicans who voted to hold former Trump aide Steve Bannon in contempt of Congress are now in peril of becoming political pariahs. They've opened themselves up to potential primary challengers and public attacks from their party's kingmaker — former President Trump.