42 THE POWER OF VISUAL STORYTELLING brand through a continuous steam of shareable visuals. Using MassRelevance, for exam- ple, Pepsi turned its home page into an interactive pop culture dashboard with a Live for Now theme driven by fan-generated images on social media. Intel went one step further and in 2012 launched a mobile-first, employ- ee-curated digital magazine called iQ, the digital newsstand that aggregates the best stories from the Internet about technology. It looks like Flipboard, aggregates content like Reddit, and serves up news visually, like Newsmap. As an ingredient brand, Intel touches almost every part of the tech- nical modern world. Given that, the iQ editorial strategy is to narrate those touch points that may get overlooked or to tell stories on innovation everywhere from an Intel point of view. Beyond this “brand as publisher” exercise, Intel iQ is quickly trans- forming itself to be part of a wider “brand as publishing network.” Through partnerships with publishers such as PSFK, BuzzFeed, Vice, and others, iQ’s original and cocreated content syndicates throughout pub- lishing networks and touch points like Flipboard and Zite. Intel also uses this content in paid distribution services like Outbrain and Sharethrough. iQ has become the hub for Intel’s social content and strategy. Once content lands on iQ, it is then available in a form that is optimized for Intel’s owned social properties, like Facebook, Twitter, and Tumblr. The company is increasingly integrating it with paid media, and it has plans to take it global in key markets in 2014. With the rise of visual storytelling, expect to see the range of tools and service providers in the content aggregator space continue to grow. It’s always been a challenge to track and monitor a multitude of social