Did you say “cultural brand content”? Brands obviously do not limit their communication to advertising discourse. We can distinguish in particular the Japan Phone Number List development of “brand content”, in other words the production by brands of editorial content, disseminated in the media. This content conveys the brand’s discourse in a way that is less directly commercial or focused on products and services, favoring its influence and its anchoring with its targets. ISM Team Share on Facebook Share on Twitter Share on Linkedin Brands obviously do not limit their communication to advertising discourse. We can distinguish in particular the development of “brand content”, in other words the production by brands of editorial content, disseminated in the media.
This content conveys the brand’s discourse in a way that is less directly commercial or focused on products and services, favoring its influence and its anchoring with its targets. In this logic of creating meaning for the public, some brands have understood the “superpowers” of culture … Indeed, culture, by connecting the brand to “creators” rather than “creatives”, makes it possible to stand out particularly in terms of meaning and impact, in a saturated communication environment. – Meaning, through the vision and intelligence of the world that a cultural expression brings, mobilized in the service of the brand project. – Impact, thanks to the emotional and personal dimension of the cultural experience, which creates a particularly strong and lasting connection with the brand. cultural brand content
Are There Any Examples Of Brands That Are Fans Of This “cultural Brand Content”?
Are there any examples of brands that are fans of this “cultural brand content”? We can start with a pioneer in the field, who clearly shows that this is not a fugitive trend or one reserved for the glamorous world of luxury and fashion: in 1900, the Michelin brothers published the first edition of the famous eponymous Guide, which quickly becomes a reference for the catering and hotel industry, in order to stimulate nascent automobile traffic, thus initiating a process that is still relevant to brand cultural content. We should also mention Red Bull with its “Music Academy”, which combines events in favor of the public, services and visibility provided to experts and practitioners,
quality editorial content, optimization of social media, up to the development of more statutory media (book, film ). Or Disney, which supports young talents from French animation schools with a branded prize. And you, have you thought about the cultural potential of your brand? pierre-etienne-bostPierre-Etienne Bost, Strategic Marketing Consultant at ISM and Associate Director of The Art Marketing Company. After 15 years of experience in BtoB and BtoC marketing, business development and consulting, Pierre-Etienne Bost is associate director of a consulting company in strategy, communication and cultural projects for companies. His favorite themes are the contributions of art and culture to the challenges of brands. Recommendation of our expert Do you want to know more about content marketing,
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