Content marketing and social storytelling are the new pink.
If you can’t tell, you can’t sell.
Global businesses like Coke, Amazon, Hyatt, Red Bull, Starbucks and Ben & Jerry’s have successful used content marketing and social storytelling to captivate audiences, grow communities and deepen brand affiliations.
Being an avid runner, I often jog around the Parkville and Carlton areas near my university campus and chance upon street art along various walls, pavements and fences. Some of the air-brushed displays are aesthetically beautifully and probably the result of considerable and painstaking effort to create enduring works of art. Surprisingly, I don’t see that many acts of graffiti which are overtly anti-establishment or vandalistic in nature (or perhaps I haven’t been to those neighbourhoods yet).
While musing on this phenomenon, I chanced upon this interesting article by Mark Holsworth who reported on how several merchants in the Brunswick suburb of Melbourne (just a stone’s throw away from where I am putting up at Carlton) have engaged street artists to decorate their shopfronts. Holsworth highlighted two examples of this could be done tastefully. The first is a convenience store located at the Lygon/Brunswick area: