It’s not about making BRANDED CONTENT, it's about making GOOD CONTENT. Let me explain👇
Gone are the days of ‘advertising’ where the height of achievement for brands was to surround highly visible content with your messages. Today, the bar is much higher – it’s about becoming the content itself, creating something so compelling that people will watch it, share it, talk about it, and in some cases even pay to see it.
Mattel, Inc., Nike, the LEGO Group, and so many other companies have already begun to understand the intrinsic value within their own brand heritage, positioning, and fandom – and it has inspired some amazing storytelling. And given the massive disruption happening right now in the entertainment space, Hollywood has finally come around to this concept as well.
Just because you are creating for a brand, you shouldn’t be relegated to content that is always qualified as advertorial or ‘branded content’ – just make great content.
Brands have the power to inspire and create engaging stories that people organically want to participate in – it just requires a higher bar of commitment to unearthing the most compelling ways of telling the story behind the cultural truths of your brand.
Marvel was just a bunch of comic books – just as much as Barbie was just a set of dolls or Air Jordan’s were just a line of shoes. Real brands are so much more than products or services. The greatest brands are filled with rich and compelling stories deep within them.
There are millions of stories out there today just waiting to be told. All you need to do is find them, tell them in a compelling way, and have the confidence to believe they can stand on their own.
What kind of story are you going to tell?
#Content #Marketing #Storytelling #Creativity #Entertainment
