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FRANK ROSE: First off, the internet is the first medium
that subsumes all other media.
So obviously you can do anything with it.
You can show a movie, you can have music, you can video,
text, whatever.
And of course, aside from that, everything is linked.
So it becomes extremely nonlinear and extremely
participatory.
And often I find that stories on the internet take on a
game-like quality as well, which is partly as a result of
being participatory.
So for marketers, I think that means that they need to engage
people directly.
They're no longer just telling a story, when it really
becomes effective is when they can get the consumer to tell
the story themselves.
The idea that the marketer controls the narrative is
really no longer the case at all.
At best the marketer can sort of serve as a co-creator of
the narrative, but really the brand is what
consumers make of it.
It always has been the case, it's just now the internet has
made that obvious.