content marketing vs world-building — kening zhu

I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.

Franchise worldbuilding is a means without a conclusive end. Contrary to its literary roots, wherein narrative details are fleshed out to push a story forward, most attempts today are predicated upon commodification. The goal is to pander and please audiences. It’s the creative equivalent of a dangling carrot on a stick in front of a donkey — and i... See more

Most people stop at consumption. This has always been the case, and will continue to be the case forever and ever, Amen. This makes sense, as it requires the least amount of effort. But the evolution of algorithmic and hyperpersonal content makes moving beyond consumption even more challenging. If I already enjoy the content I’m being served, why w... See more