Jose Martinez Salmeron is Executive Creative Director for Social@Ogilvy at Ogilvy Washington where his work spans brand identity, content marketing and Web design. He writes periodically about the intersection of creativity, business and technology.
In this article, we will discuss several recent such experiments, with special focus on new forms of storytelling, as well as new business models for publishers — a fascinating recent trend called “subcompact publishing” will be our main reference.
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The practice of branding is undergoing a deep transformation — a change brought about by our kaleidoscopic postmodern culture, the development of communication technology and rapid globalization.
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