ABSTRACT
In the context of transmediality, the traditional relationship between a brand and its consumer’s emotional repertoire is transformed by developing the brand into a whole made of more narrative storyworlds, and by developing the consumer into an experimenter, a player, a supporter, and much more. This chapter explores key concepts and transmedia strategies applied to branding and marketing via a collection of international examples, figuring diversified market sectors such as fashion, automobile, toys, cosmetics, furniture, and insurance. The chapter discusses how transmedia branding and marketing can be a resource and a basket full of opportunities for companies and audiences alike.
