In this three-part video series, I discuss how brands must harness the power of storytelling and #contentmarketing to succeed in this new era of new digital media. In this first video, I talk about how digital media has changed consumer expectations and Brands must no longer rely on interruption to reach audiences. https://youtu.be/WhZheHdKfxQ In this... Continue Reading →
In the age of on-demand digital media and ad blocking, Brands must move away from interruption-based marketing and instead develop content that audiences want to consume. That means learning how to think like media companies. https://youtu.be/CRzZ9Te5Rqg
Earlier this week, at the Asean CMO Experience in Kuala Lumpur, Malaysia, I got the chance to talk about my favorite topics: Star Wars, Marvel superheroes and Content Marketing. In my presentation Why Brands Must Think and Behave Like Media Companies: Rethinking Marketing with Lessons from Hollywood, I discuss why consumers in the digital media... Continue Reading →
https://youtu.be/WhZheHdKfxQ 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.
In any other country, would such a portrayal not be considered offensive? Apparently not in Singapore.