Harnessing content to build brands, attract audiences and transform company culture
https://youtu.be/pvzz4feCqWE Digital media has changed consumer expectations and tolerances. We live in a world of unprecedented consumer choice. Consumers expect to be able to consume content whenever and wherever they want, on the device of their own choosing. In such a world, consumers prefer to pay a subscription fee for quality content – whether news, music or... Continue Reading →
The challenge for brands in the age of consumer choice is this: create content that my target audience will seek out and willingly consume, rather than avoid.
"The Red Stain" demonstrates everything I like to talk about when it comes to excellent brand storytelling.
Why I have managed to constantly adapt to different industries and reinvent my career over more than two decades is because I find there is always something new to learn. And more often than not, those lessons come from people much younger than myself.
If the consumer feels a brand adheres to the same principles that he himself holds dear, then he is more likely to remain loyal to that brand.
The magical 90-120 sec video formula is a myth propagated by companies who want to sell you 90-120 sec videos (and the platforms that carry them). What most consumers are unwilling to watch for longer than a couple of minutes...is bad content.
Each conference represents a chance to stand out and be remembered as the industry leader you are.
One of the most often invoked phrases is the need for companies to “fail fast.” Too often, this is pure lip service.
Last week I talked about why brands must master storytelling and take their lead from Hollywood with Click2View's Simon Kearney for their inaugural podcast. The podcast is available on iTunes here. You can also play it below: https://soundcloud.com/simon-kearney-1/the-click2view-content-hour-episode-1
