If anything is indicative of “brand evolution,” it’s the ever-growing trend of producing what is known as “Branded Content.” In short, it’s content meant to be entertaining, where users are excited to watch and share, as opposed to being obliged to sit through 5 seconds of hell before hitting the “Skip Ad” button. The digital age has brought hoards of opportunities for brands to scream and shout, yet most don’t realize that all they have to do in engage in simple and meaningful conversations.
Gone (almost) are the days when a mega-brand like Coca Cola would hire and agency to help them produce a couple commercials for the year, and they would know exactly how and where to market the content. In today’s fast-paced, social-media-driven, vomit content world, producing relevant, entertaining, and strategic content daily has become the norm. Because of this new ecosystem, in which brands have to thrive, hiring a leaner, smaller and adaptable agency has become all the rage.
These three words are often used interchangeably, yet they differ. So what is the difference between them, and why is it so important to know? In short, Marketing is the strategy implemented in 1) finding your position in the marketplace, and 2) leveraging the best avenues of exposure. Advertising can be seen as a reminder of your existence and perception of cultural relevance. Branding is the establishment and maintenance of culture and values. You can learn more in J. Genow’s in depth article:
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