2017 Trend Report Launch: Think Beyond Content

We officially launched our latest trend report – Think Beyond Content – out into the ether with a keynote at MagNet (North America’s largest gathering of magazine media stakeholders). Our newest report explores a cacophony of examples that showcase how brands are not only thinking of a world beyond simply building content, but are also focusing on how partnerships, technology, transparency and building engaged communities are essential.

So how did humans evolve as the content and storytelling machines we are today? I’ve been taking a deep dive into our evolution with Yuval Noah Harari’s book Sapiens: A Brief History of Humankind. A fascinating read that sheds an enthralling light on our growth as storytellers. Some 70,000 years ago, our Cognitive Revolution began, and with it came the emergence of ‘fictive language’ (aka storytelling). Many animals can “communicate” and do so very well (in comparatively smaller groups), but not with such a “supple” language as ours – we Sapiens use description, nuance, suggestion and subtlety to convey what we need to, and this allows us to promote our collective advantages by forming larger and larger communities of individuals who all feel we have a common purpose, goal or philosophy. Legends, myths and religions all appeared for the first time within our Cognitive Revolution (and as Sapiens, Noah reminds us, “we can speak about six things that don’t actually exist before breakfast”). Modern day animals (and early humans) are/were able to effectively convey: “Watch out. A lion!” to forewarn each other of impending danger. Yet with the coming of the Cognitive Revolution, Sapiens have developed the amazing ability to convey: “The lion is the guardian spirit of our tribe.” This fundamental difference is what truly sets us apart.

Moreover, it turns out that we Sapiens are massive ‘gossips’ – in fact, our language evolved as a way of gossiping and this kind of social cooperation is essential to our survival and reproduction – Noah reminds us that early Sapiens knew the whereabouts of the bison, BUT ALSO who hates whom, who is honest, who is a cheat and who has certain skills in our tribe. Because we can share these key survival details effectively, gossip has helped us Sapiens “to form larger and more stable bands, growing beyond groups of 150 members” to form large cities, communities, movements, collectives, ambassadors, groups.

Why is this important for businesses to understand? Telling effective stories is far from easy. The difficulty lies not in telling the story, but in convincing others to buy in and believe. Much of history revolves around this question. How does one convince millions of people to believe particular stories about gods, ideas, nations… and even brands? Yet, when we succeed in our storytelling, it gives us immense power because millions of us (often complete strangers) are able to cooperate and work towards a common goal.

So click on the link below, download our latest trend report, and immerse yourself in the ever-evolving modern multiverse of truly forward-thinking and engaging content avenues…

Michael Chase, CMO
St. Joseph Communications


 

Our Latest Trend Report, Think Beyond Content, Now Available

Today’s empowered consumer is spurring brands, publications and platforms to evolve and create highly immersive, personalized and engaging ecosystems that connect and often unite audiences. Using a multitude of examples, Think Beyond Content explores Brands that are not only thinking of a world beyond simply building content, but are also focusing on how partnerships, technology, transparency and building engaged communities are essential. Access our full Trend Report here.

Two Toronto Life Stories Earn a Magazine Grands Prix

Toronto Life Wins Magazine Grands Prix

At the first-ever Canadian Magazine Awards held on April 27, we’re pleased to share that work published by St. Joseph’s Toronto Life earned the top prize in two categories.

St. Joseph’s Media Group Nominated for Six Digital Publishing Awards

St. Joseph Media Nominated for Six Digital Publishing Awards

Announced last week, St. Joseph’s Toronto Life, FASHION Magazine and Weddingbells are amongst the nominees for the 2nd Annual Digital Publishing Awards. We’re up for six awards, including General Excellence in Digital Publishing and two nods for Best Digital Design.

 

#TRENDING

What Makes an Influencer: The Results of Our Survey on Blogger Transparency Hey Pepsi, Here’s How It’s Done. Heineken Takes On Our Differences, and Nails It Why Starbucks and Apple are Embracing the Big Box Mentality
What Makes an Influencer: The Results of Our Survey on Blogger Transparency
FASHION surveyed more than 500 if its readers online to see how much influence these power players actually have, including on our purchasing decisions.

Hey Pepsi, Here’s How It’s Done. Heineken Takes On Our Differences, and Nails It
Heineken’s “Worlds Apart” experiment is being billed as the antidote to Pepsi’s obtusely pop-candy take on our messy political reality.
Why Starbucks and Apple are Embracing the Big Box Mentality 
Starbucks has announced a store that’s more than twice as large as any Starbucks that has come before. The strategy is in line with one of the largest retail trends today: the consumer quest for a memory over a good.
Now That it Knows Who’s Talking, Google Home Might Reach its Potential How Businesses Can Catch up on AI 7 Things Canadian Marketers Need to Be Doing on Mobile
Now That it Knows Who’s Talking, Google Home Might Reach its Potential
New improvements on voice recognition mean that Google Home can funnel users into more Google services—and target ads more effectively.

How Businesses Can Catch up on AI
What two leading figures in deep learning want marketers to understand about the field.
7 Things Canadian Marketers Need to Be Doing on Mobile
Canadian consumers won’t accept anything less than delightful mobile experiences. Here are seven tips and examples from Think with Google to help your brand meet—and even surpass—today’s lofty mobile expectations.

Now, tell us how we can help