In Focus | Brand Storytelling

Marketing professionals have long known about the power of good storytelling. Now, with the explosive growth of artificial intelligence and virtual reality, they are not simply telling their stories but involving viewers in the narratives themselves. “You’re actually entering that environment, that plot, and making yourself a part of it,” said Miri Rodriguez, Global Head of Internships for Microsoft and author of “Brand Storytelling: Put Customers at the Heart of Your Brand.” It’s called “immersive storytelling,” and here Rodriguez, a graduate of Georgetown’s Master’s Program in Integrated Marketing and Communications, talks with Program Director Wendy Zajack about this fast-moving trend. (Editor’s Note: Students can get 20 percent off the book, using the promo code UGEORGETOWN20.)