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Gunther Sonnenfeld: "With global economic parity looming, companies can no longer rely on themselves for the answers. They must co-create new value systems with their customers and other businesses not only to survive, but to grow. And stories – or the act of curating them – can provide amazing new opportunities for growth." 
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Gunther Sonnenfeld: "In short, storytelling these days requires us to connect dots and to "feed the dots", as it were. It's not always fun, it's never easy, but it's a creative responsibility we must take on, that is, if we want to keep building markets for our ideas, now and into the future." DRC: Click here for part one of this article.
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A talk I gave in Tel Aviv this last November (2011) on the value of data- and audience-driven digital experiences, as well as participatory storytelling. Cites various examples of initiatives I've worked on, and platforms that I've co-developed.
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What I’m suggesting is that revenue modeling, business planning, product scalability, what have you, are no longer solely in the domain of the media, network or studio stakeholders... It’s our domain as creators.
[Gunther Sonnenfeld argues the need for new business models in Transmedia Storytelling.]
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![AROUND THE TRANSMEDIA WORLD [GUNTHER SONNENFELD] | Transmedia: Storytelling for the Digital Age | Scoop.it](https://img.scoop.it/JA0Uh_mVK7xdwaIIQ6SUTjl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
"Around the Transmedia World" is a series of interviews Laurent Guerin is conducting for Petitweb.fr . This is the complete interview of GUNTHER SONNENFELD.
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Gunther Sonnenfeld: "Branded content. Branded entertainment. Branded transmedia campaigns. Content marketing. Brand journalism. You've heard the terms, but have probably struggled over their meaning, and their value. I know I have" ...
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Gunther Sonnenfeld: "As a companion piece to a recent post we wrote over on the WWTID blog regarding curation , and as a follow-up to my last piece on proving out models within the creative industry , I wanted to expand on the concept of storytelling"...
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From
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"The reality for us as writers and producers of the project is that we really don’t know where this might land as a transmedia property. But again, the larger point is that we do have a very good idea of where it can go in terms of its own narrative potential."
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For good and for worse, the buzz around transmedia storytelling is reaching new heights. Similar to how the social media boom started, there seems to be lots of confusion and uncertainty around mechanics, uses and respective transmedia practices.
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