"The whole is greater than the sum of its parts."
As you look at this screen right now, you probably aren't noticing the light of each colored pixel, but rather the words and images the pixels are creating. Now, imagine zooming in. Each pixel is small and seemingly insignificant, but they are complementary and coalesce to create the overall picture.
A brand may be viewed the same way -- as a dynamic pattern created from the sum of many constantly updating micro-representations of itself. The combination of these micro-representations, or "pixels," becomes the brand's identity.
Managing this combination artfully is the essence of marketing. Today, brands live in such a fluid digital ecosystem that these pixels are constantly being refreshed in real-time to keep the story of the brand alive and relevant. New platforms and technologies allow marketers to manage each of their "pixels" in sophisticated transmedia storytelling. Three growing trends that are improving multi-platform marketing include deeper storytelling, sophisticated curation, and using artificial intelligence to improve the contextual relevance of ambient marketing.
