Post by account_disabled on Mar 5, 2024 5:28:47 GMT -5
Branded Content is brand content relevant to all those people the brand addresses. Content related to those topics that concern, that interest, and always, from the perspective and style of the brand. In Branded Content, the brand is transformed into a publisher that attracts through stories, experiences and conversations. These are times of high competitive pressure. Today, brands are more undifferentiated than ever, with homogeneous value propositions, in an environment where quality no longer serves to make a difference. How to achieve it? With the essence of the brand. With meanings. With content curation. With emotional, aspirational and attitudinal attributes. Branded Content, the solution to make a difference. What is Branded Content? Saying is not the same as demonstrating. Not even saying it many times repeatedly. Advertising, historically, has been based on a model of message repetition. Messages that also appeared at unexpected moments in the user's daily life. Moments of interruption. Is this model sustainable? The current context indicates no. Brands that rely on repetition and interruption, very common in conventional communication channels, appear to lose relevance over time.
In parallel, we see how the evolution of the user, towards a more expert, informed and demanding profile, has also given rise to the evolution of brands: First, the brand was a product. A world where the brand was purely identity, and was based on manufacturer attributes and functional benefits. Later the brand became emotion. Advertising began to segment, to personalize, to talk about lifestyles. After this, the brand became a concept. Culture and meaning. Co-creation. A concept brand taken to its maximum potential becomes what we call “universe brand”. A set of meanings transmitted in a “transmedia” way, across all types of channels and points of contact. In this transmedia context in which brands are Industry Email List universes, Branded Content is a guide, management and inspiration, to take the brand from a model of interruption to a model of relevance. As? Talking about what matters to people. Narrating. Explaining. Accompanying Branded Contener of the brand, that promotes the values of the brand and makes its audience choose to engage with it voluntarily thanks to to the entertainment, information and/or educational values of said content” What elements therefore characterize the brand as a universe from a Branded Content approach? Information: Makes your promise decipherable.
Differentiation: It makes the promise have its own space. Relevance: Makes the promise actionable. How to go from a push approach to a pull approach in Branded Content? What does branding mean as an emotion and what implications did it have for the development of brands? How to work on brand relevance from a Branded Content perspective? How to replace repetition with relevance in Branded Content? brand strategy Benefits of Branded Content Today, advertising has lost relevance. Advertising today saturates, burns and creates rejection. New technologies fight against ads. Audiences and channels, more fragmented than ever. The solution to generating brand communication that adds value is to make people feel attracted to brands and come to them on their own. In a context of mistrust and fragmentation…how to attract? Through branded content. Through Branded Content. which are your main benefits? Avoid rejection Branded Content is specifically designed to be relevant, to generate curiosity and interest. And, in any case, do not generate animosity. Branded Content does not speak from the "I" of the brand, but from the "you" of the user, that is, his motivations, interests and aspirations.
In parallel, we see how the evolution of the user, towards a more expert, informed and demanding profile, has also given rise to the evolution of brands: First, the brand was a product. A world where the brand was purely identity, and was based on manufacturer attributes and functional benefits. Later the brand became emotion. Advertising began to segment, to personalize, to talk about lifestyles. After this, the brand became a concept. Culture and meaning. Co-creation. A concept brand taken to its maximum potential becomes what we call “universe brand”. A set of meanings transmitted in a “transmedia” way, across all types of channels and points of contact. In this transmedia context in which brands are Industry Email List universes, Branded Content is a guide, management and inspiration, to take the brand from a model of interruption to a model of relevance. As? Talking about what matters to people. Narrating. Explaining. Accompanying Branded Contener of the brand, that promotes the values of the brand and makes its audience choose to engage with it voluntarily thanks to to the entertainment, information and/or educational values of said content” What elements therefore characterize the brand as a universe from a Branded Content approach? Information: Makes your promise decipherable.
Differentiation: It makes the promise have its own space. Relevance: Makes the promise actionable. How to go from a push approach to a pull approach in Branded Content? What does branding mean as an emotion and what implications did it have for the development of brands? How to work on brand relevance from a Branded Content perspective? How to replace repetition with relevance in Branded Content? brand strategy Benefits of Branded Content Today, advertising has lost relevance. Advertising today saturates, burns and creates rejection. New technologies fight against ads. Audiences and channels, more fragmented than ever. The solution to generating brand communication that adds value is to make people feel attracted to brands and come to them on their own. In a context of mistrust and fragmentation…how to attract? Through branded content. Through Branded Content. which are your main benefits? Avoid rejection Branded Content is specifically designed to be relevant, to generate curiosity and interest. And, in any case, do not generate animosity. Branded Content does not speak from the "I" of the brand, but from the "you" of the user, that is, his motivations, interests and aspirations.