This document discusses brand content and its effectiveness. It defines brand content as content created or published by a brand that provides value to consumers through information, services, or entertainment. Effective brand content should have strong editorial performance, cultural integration, authenticity, and visibility. It is important for brand content to be made an integral part of a brand's overall strategy. Measuring the effectiveness of brand content requires examining editorial performance, association with the brand, visibility, and how it contributes to the brand's cultural strategy.
Getting In Sync - 10 Ideas for the Consumer Marketing Landscape33 Interactions
33 Interactions have identified ten ideas to address the new “empowered, informed, and at large consumer.” Read about how to 'get in sync' with the 'new consumer'.
You can view the 10 Trends document here: http://www.slideshare.net/33interactions/getting-in-sync-10-trends-in-the-consumer-marketing-landscape
To read more about 33 Interactions, visit http://www.33interactions.com.au
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
The white paper addresses:
How native advertising enables meaningful consumer relationships
Native advertising format types
Key considerations for executing native advertising and content-based advertising
The European landscape – how native advertising is developing across the different European markets
Mattering as the new brand building framework Bela Szabo
What is the new brand building framework nowadays which mirrors the recent cultural change? It is all about the new digital techniques, innovative products and brand utility. Why to spend a dime on dishonest ads when you can step up and solve real societal problems as part of the brand strategy.
Why the Brand Idea Still Matters in the Age of Social Mediajcsmyers
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
The driver for this is, of course, social media. In every sector of society where individuals and organizations interact, social media has emerged as a disruptive force. While the benefits of social media to marketers are many – opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data – the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms and amid a cacophony of consumer and competitor voices.
How can marketers take advantage of all that social media offers while protecting the integrity of the central brand idea? Is it even realistic that one idea can support conversations with millions of consumers across hundreds of platforms in multiple formats? The answer is an unequivocal yes. Given the demands of the today’s media landscape, it’s never been more important for all marketing efforts to be unified under a powerful brand idea.
Getting In Sync - 10 Ideas for the Consumer Marketing Landscape33 Interactions
33 Interactions have identified ten ideas to address the new “empowered, informed, and at large consumer.” Read about how to 'get in sync' with the 'new consumer'.
You can view the 10 Trends document here: http://www.slideshare.net/33interactions/getting-in-sync-10-trends-in-the-consumer-marketing-landscape
To read more about 33 Interactions, visit http://www.33interactions.com.au
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
The white paper addresses:
How native advertising enables meaningful consumer relationships
Native advertising format types
Key considerations for executing native advertising and content-based advertising
The European landscape – how native advertising is developing across the different European markets
Mattering as the new brand building framework Bela Szabo
What is the new brand building framework nowadays which mirrors the recent cultural change? It is all about the new digital techniques, innovative products and brand utility. Why to spend a dime on dishonest ads when you can step up and solve real societal problems as part of the brand strategy.
Why the Brand Idea Still Matters in the Age of Social Mediajcsmyers
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
The driver for this is, of course, social media. In every sector of society where individuals and organizations interact, social media has emerged as a disruptive force. While the benefits of social media to marketers are many – opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data – the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms and amid a cacophony of consumer and competitor voices.
How can marketers take advantage of all that social media offers while protecting the integrity of the central brand idea? Is it even realistic that one idea can support conversations with millions of consumers across hundreds of platforms in multiple formats? The answer is an unequivocal yes. Given the demands of the today’s media landscape, it’s never been more important for all marketing efforts to be unified under a powerful brand idea.
'FMCG: social media and the consumer' looks at the challenges faced by fast-moving consumer goods (FMCG) brands and how social media can be used to connect with customers and drive sales.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
26/04/2013 Harrison & Shriftman Capstone ProjectWalid Abraz
- Developed an integrated marketing communication plan to Harrison&Shriftman in positioning the agency as a Corptique Lifestyle Communications Agency.
- Assisted the agency in building a comprehensive online presence that will allow them to keep up with their competitors, attract new clients, and new employee talent.
Based on a real client case study, I created an end-to-end process of brand platform development to story creation and marketing plan. I share, step-by-step, how I did it.
Brands today have an unprecedented opportunity to engage with consumers in more and more meaningful ways. The media landscape has been transformed. The industry has fragmented, digital channels and platforms have proliferated, and social networks have created an expectation among consumers that brands will engage them directly. In such a climate, business and marketing leaders have rushed headlong into publishing—they’d be foolish to stay on the sidelines—but few brands have been successful. One of the major reasons brands fail at publishing is they lack the strategic vision, talent, process, and technical infrastructure required to support the ongoing creation of effective content.
This report gives an overview of developments forcing brands to become publishers, outlines the signs of brand publishing success, and presents the key investments in capabilities needed to get there.
'FMCG: social media and the consumer' looks at the challenges faced by fast-moving consumer goods (FMCG) brands and how social media can be used to connect with customers and drive sales.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
26/04/2013 Harrison & Shriftman Capstone ProjectWalid Abraz
- Developed an integrated marketing communication plan to Harrison&Shriftman in positioning the agency as a Corptique Lifestyle Communications Agency.
- Assisted the agency in building a comprehensive online presence that will allow them to keep up with their competitors, attract new clients, and new employee talent.
Based on a real client case study, I created an end-to-end process of brand platform development to story creation and marketing plan. I share, step-by-step, how I did it.
Brands today have an unprecedented opportunity to engage with consumers in more and more meaningful ways. The media landscape has been transformed. The industry has fragmented, digital channels and platforms have proliferated, and social networks have created an expectation among consumers that brands will engage them directly. In such a climate, business and marketing leaders have rushed headlong into publishing—they’d be foolish to stay on the sidelines—but few brands have been successful. One of the major reasons brands fail at publishing is they lack the strategic vision, talent, process, and technical infrastructure required to support the ongoing creation of effective content.
This report gives an overview of developments forcing brands to become publishers, outlines the signs of brand publishing success, and presents the key investments in capabilities needed to get there.
RetailOasis are proud to announce a new partnership with Edge (www.edgecustom.com.au), one of Australia's leading content marketing agencies.
With the proliferation of media channels, it's getting harder to truly connect with customers. We believe the future of communications is in content creation - engaging customers with your brand, through a meaningful story that leverages your own channels.
In partnership with the NRA, Edge have surveyed some of Australia's biggest retailers to shed light on the key opportunities in this area.
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020Eric Shutt
What trends will shape the (digital) marketing agency of the future? It’s a constant question that agencies and clients are always asking, and always looking for answers. And there’s one theme: many feel unprepared. The goal of this presentation is to look beyond the trends.
How can agencies (and clients) prepare for success years from now? Based on everything we’ve seen — research, conferences, work, email lists, happy hours … We set out to pull together key elements that agencies and clients need to be acting on now for success in the future.
Digital has fundamentally changed the way brands behave, as well as the way they organize and optimize their marketing efforts. To be successful in connecting with people in the digital age, brands must adopt new habits and, in some cases, behave more like people themselves.
While the personalities of individual brands are varied and unique, there are commonalities across strong digital brands that can be identified as critical to success in the new marketing landscape. We looked at some of the most successful digital brands and idenfified seven shared traits across the board. Each day for the next week, we’ll uncover a new “habit” and explain its importance to brands.
The Power and Potential of Social Media Marketing_ Building Brands in the Dig...Prénom Nom de famille
In the ever-evolving landscape of modern business, where technology and communication intersect seamlessly, social media marketing has emerged as a dominant force. With the proliferation of platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok, businesses have found new avenues to connect with their audience, engage in meaningful conversations, and ultimately drive growth. This article delves into the world of social media marketing, exploring its significance, strategies, and best practices for building brands in the digital age.
Digital Notebook is worldwide acclaimed digital marketing agency & company in Noida India that has set new and better quality standards for services delivered within the sector of digital marketing. We strive relentlessly to stay up with customer expectations and satisfaction within the field of selling and advertisement. It happen to be the foremost creative and client friendly top digital marketing agency in India.
How to Build A Big Brand Without Money In 2024.pdfSmartSkill97
In today’s competitive market, let’s talk about how establishing a big brand presence without significant financial resources can seem like a daunting task. But with the right strategic planning and leveraging available resources effectively, it's possible to build a unique identity and gain traction in your market segment.
I've seen many videos about building big brands, but the issue is, most of the time people don't have much money or resources. However, if you really want to create something valuable for customers and help them improve their lives, you can still do it even with limited resources. Let’s break down all the key steps:
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
This is a document and concept written and developed by myself and other strategists at iCrossing. It focuses on the big shift in digital publishing, and the marketing imperative of brands becoming publishers to better connect in a highly interactive society.
What is Content Marketing? (For The Effective Content Marketer) Shana Pilewski
Content marketing has become the preferred strategy to attract consumers and build long-term customer relationships. This crucial and informative white paper demystifies content marketing so that more marketers, like you, can more easily benefit from the content marketing opportunity.
Join our Content Marketing Newsletter for weekly insights, industry news, best practices and tips: http://eepurl.com/VDUEn
Carte de voeux d'inspiration pour 2024 (en pdf) :
https://www.qualiquanti.fr/wp-content/uploads/2024/01/voeux.2024.pdf
ou en vidéo (5'24'') :
https://vimeo.com/900570624/d8ed287a92
https://vimeo.com/manage/videos/785219311/6d00fcfbdd
La version pdf de la carte de vœux : https://www.qualiquanti.fr/wp-content/uploads/2022/12/voeux-pour-2023-QualiQuanti.pdf
Quelques exemples de commentaires d’œuvres par Fabrice Hyber :
https://www.youtube.com/shorts/jNcx5FHXlYU
https://www.youtube.com/shorts/bIhXMTevb5g
https://www.youtube.com/shorts/we_SOcawmyY
https://www.youtube.com/shorts/vMUuuo6ZDt0
https://www.youtube.com/shorts/a0XBA5KcWz0
Les statues à Central Park
https://www.centralparknyc.org/articles/womens-rights-pioneers-a-new-addition
Tony the tiger
https://www.tonythetiger.com/en_US/home.html
Karl Lagerfeld et Cara
https://kultt.fr/cara-loves-karl
https://youtu.be/cqY9bhpY6mM
Burberry
https://www.elle.com/uk/fashion/a40598330/burberry-virtual-handbags-roblox/
Moncler
https://fr.fashionnetwork.com/news/Moncler-devoile-une-collection-digitale-disponible-sur-fortnite,1355974.html
https://www.epicgames.com/fortnite/fr/news/high-altitude-meets-high-fashion-in-fortnite-with-the-moncler-classic-set
Coups de cœur
https://boz-france.com/
http://www.tamalou.io/solutions
CNM
https://cnm.fr/le-centre-national-de-la-musique-devoile-les-resultats-de-letude-qualitative-lexperience-des-spectacles-musicaux/
https://cnm.fr/wp-content/uploads/2022/04/CNM_Expe%CC%81rience-des-spectacles-musicaux-QualiQuanti.pdf
https://cnm.fr/wp-content/uploads/2022/04/CNM_QualiQuanti_Lexperience-des-spectacles-musicaux_avril2022.pdf
Big Quali
Télécharger les 45 premières pages ou le recevoir par la poste
https://www.dunod.com/sites/default/files/atoms/files/Feuilletage_2247.pdf
https://asptest.sphinxonline.net/surveyserver/s/test6/BigQuali2022/inscription.htm
https://testconso.typepad.com/bigquali/
LES ÉCHELLES D’OBSERVATION : UNE APPROCHE PRAGMATIQUE DES PRATIQUES D’ENQUÊTE
Postulat de base des échelles d’observation : observer et décrire pour analyser et/ou agir
https://youtu.be/LHzGaTL8Kr8
Pour télécharger les 45 premières pages du livre ou le recevoir par la Poste (réservé aux commanditaires) asptest.sphinxonline.net/surveyserver/s/test6/BigQuali2022/inscription.htm
Le livre d'Anne-Lise Ducanda : decitre.fr/livres/les-tout-petits-face-aux-ecrans-9782268105208.html
Leçon d’étiquette par la RAI, ingrédients, provenance, recettes. Lezioni di etichetta (RAI),
youtu.be/zXit55DzvZY
youtube.com/watch?v=cO1MAPnuIfo
youtube.com/watch?v=dzUEoGAKEqo
Les barres Boz, Le goût d'un vrai plat dans une Barreboz-lesbarres.com
QualiQuanti en 5 minutes avec market research news
vimeo.com/572485175/286f8597ab
Le blog Big quali bigquali.com
Belle année 2021, que nous vous souhaitons... inspirante !
Comme chaque début année, nous souhaitons vous inspirer avec des cas, des sources et des contributions.
Chaque slide comprend un lien pour aller plus loin.
Bonne lecture
L’équipe QualiQuanti
Voeux 2020 : https://www.slideshare.net/qualiquanti/voeux-2020-217900644
Voeux 2019 : https://www.slideshare.net/qualiquanti/qualiquanti-voeux-2019
Voeux 2018 : https://www.slideshare.net/qualiquanti/voeux-2018-de-qualiquanti-et-du-brand-content-institute-85658155
Voeux 2017 : https://www.slideshare.net/qualiquanti/qualiquanti-vous-souhaite-une-anne-2017-inspirante
Voeux 2016 : https://www.slideshare.net/qualiquanti/carte-de-voeux-quali-quanti-2016
Voeux 2015 : https://www.slideshare.net/qualiquanti/cartedevoeuxqualiquanti2015
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
1. www.qualiquanti.com
QualiQuanti - Marketing & Télévision - TestConso
1 2 b i s , r u e D e s a i x • 7 5 0 1 5 P A R I S
Tel : +331.45.67.62.06 •
SARL au capital de 20.000 ¤ - RCS Paris 380 337 618
2. 1 QualiQuanti
INTRODUCTION
Analyzing the Effectiveness of Brand Content
Brand content is presently the main focus for advertisers, thereby warranting the
examination of its effectiveness. In studying brand content, it is tempting to use only
advertising instruments, however its full understanding requires so much more than simply
measuring impact on image or sales.
Editorial performance, cultural integration, articulation with other brand expressions,
authenticity in procedure, critical mass of content, visibility… There are a multitude of
parameters, and brand content effectiveness can be measured over time. It is necessary
to accept a fair amount of uncertainty in this progressive development where everything
cannot be controlled. In accepting this uncertainty, brand content can produce the effects
of powerful drivers.
The critical issue is to make brand content an integral part of brand strategy.
Hoping you will enjoy the read.
Daniel Bô, CEO, QualiQuanti
3. 2 QualiQuanti
BRAND CONTENT: QUESTIONS & ANSWERS
The Effectiveness of Brand Content
Defining brand content
Brand content designates the fact that a brand creates or publishes content, be it
informative, cultural, practical, fun or entertaining.
Brand content provides value (service, information, and entertainment): it is interesting
in and of itself, independent of a product purchase, presents itself as a special power
addressing people; it extends beyond a commercial function to involving individuals in an
enriching experience.
Conventional advertising is governed by a completely different rationale: focusing on
a single element of the product or brand, typically addressing buyers, made up of short
messages to be memorized and repeated.
Are there different types of brand content?
In France, the designation brand content came to cover all forms of brand content.
Internationally one observes the following:
- an informative and serious dimension, including content marketing, brand
journalism or editorial communication
- an entertainment dimension, including branded entertainment, ”Madison+Vine” or
advertainment
These dimensions have a tendency to converge. The global French approach has the
advantage of bringing together all stakeholders.
4. 3 QualiQuanti
Why should brands develop content?
The strength of brand content resides primarily in the expression “Content is king“.
As such, brands must do the following:
- develop a rich and interactive relation with consumers through content,
- generate and retain an interested audience,
- create a content library, able to be featured in brands’ contact points: stores,
exhibitions, social networks, private media, etc.
- establish a cultural universe, with which customers identify and are on board.
Through content, brands can take on benefits generally reserved for media:
influence, reach, develop an audience or following, drive a community, long-term
subscribership and partnerships with other stakeholders.
Brand content plays other roles as well: asserts expertise, generates leads, drives
communities, becomes « trading currency »…
If a brand has true value, it can become valuated, having its own business model.
Why is brand content on the upswing?
This phenomenon can be explained by the need to achieve consistency in a
splintered media environment. Dissemination channels are increasing, including new
spaces, digital billboards, tablets, connected TV, etc.
Advertising is parasitic by definition, borrowing the life system of another to subsist,
whilst attaching onto another for content to be noticed. In the digital era, this model leaves
space for the expression of a brand that is both sought out and desired. On the Web,
communication is no longer secondary content - It is competing with editorial content.
In today’s context of distrust, consumers are sensitive to relevant editorial content.
Consumers appreciate sound modes of communication that « sound true… », « sound
right », « sound authentic » which appeal to their intelligence and provide them with a
sense of recognition.
Brands and their ad agencies have caught on to this phenomenon. The following
forerunners in the field are actively developing content: Red Bull, Coca-Cola, IBM, Amex,
Louis Vuitton and Hermès.
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What should a brand be doing?
Firstly have editorial ambition and sincere involvement in content.
Contrary to the media whose obligation is to produce en mass to fill line-ups or columns,
brands must give precedence to originality, and even institute experimental procedures.
- Advertising has trained us to be brief: avoid diluting budgets in average quality
programs. One option would be to produce short films or mini-films from 1:30 to 5 minutes
– easy to promote and disseminate.
- Brands are a spawning force: Brands are expected to pave new inways by exploring
new practices, fields and talents. Being a leader in one’s cultural field is achieved through
innovation outside of the box.
How to measure the effectiveness of brand content?
Through four criteria: editorial performance, association with brand, visibility and
being part of a cultural strategy.
Content is considered a gift, and giving wilted flowers would be unacceptable! Content’s
quality gives it legitimacy. In competition with other editors for an over-stimulated
audience’s attention, brands must offer the best « value for money » and adapt to
demands, just like editorial publishing, offering the following:
- informative content: credibility and expertise.
- useful and practical content: value in usage.
- fun and entertaining content: creativity and emotion.
Conditions to ensure successful content association with brand
Firstly, audiences must experience a direct connection with the brand, which is often
achieved through codes and content itself. The entire system must also be connected with
other expressions by the brand, and be consistent with the brand.
Sincerity and long-term commitment build legitimacy and promote connection with
brand. Good editorial strategies give rise to a library with critical content mass. Brand
content must be generative, increase in number and roll out at all points of contact.
However, brands must avoid « one shots » and isolated events which tend provide little
to no benefit to brands.
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How to ensure brand content visibility?
In the digital world, this is easy to assess. There are many instruments : natural
listings, listening/viewing time, number of downloads or forwards, tweets, re-tweets,
number of pages read, target coverage, number of hits, voters, fans, key words, media
fallout. All these media planning and analytic tools are useful in tracking brand content
visibility.
Content creation is a dynamic and organic process. An initiative is launched, gives rise
to a community, generates an event or produces a film or publication. The issue is to
accompany this flow by accepting the uncertainty of how far success will take the brand.
Social media allows for tracking reactions and stimulating exchanges based on content.
To promote visibility, brands should use the power of existing media to facilitate
access to content.
Which instruments should be used for evaluation?
First and foremost, the editorial landscape must be studied based on an international
benchmark of the sector and related sectors.
A second important point: anticipate public interest and identify an accessible territory
with the potential for defining an editorial strategy. This is achieved through intimate
understanding of the brand and its history and cultural potential. Third important point:
generate internal team buy-in, which is also a way to verify content’s fit with company
values.
However, « letting go » is important when facing unforeseen results generated by
the « content » adventure. Standing still, doing nothing is not an option : one must
continuously experiment, track audience interest (pre-tests, analytics, commentaries,…),
ensure that content amazes, interests, stimulates, then one must adapt and adjust
appropriately.
The best indicator of effectiveness is enthusiasm / excitement.
Using read-seen and audience measurements, the media is in a position to know
content is studied on a daily basis. The same holds true for brand content, which must
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keep its finger on its audience’s pulse, and regularly study the perceived quality of their
experiences.
How does brand content contribute to cultural strategy?
Producing editorial content is a special way to build a culture, express one’s view on
the world and to fulfil one’s role as a cultural agent.
More than just an energy drink, Red Bull expresses super-performance. Nike is a
particular expression of boldness. Consumers need to identify with brands they feel close
to and relate to their symbols, ideologies, practices, social and psychological
recommendations.
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Luxury and brand content
Why luxury goods are so inherently linked to brand content and where
does the strategic interest lie?
Consumers identify luxury brands through three characteristics:
1. legendary know-how;
2. Invitation to escape and dreams, made concrete through access to a wondrous world;
3. A preferred relationship with them, that is established and respectful.
Content creation reinforces and extends these perceptions. It is the ideal way to expound
on legendary know-how (craftsmen’s work, product history, etc.), creating a fairy-tale
world, where brands hold a special place.
Top 5 luxury brands in brand content
The most innovative brands include Hermès (Hermès Horse Jumping), Burberry (Burberry
Acoustic), Chanel (Chanel News blog, Here come The Beauty Pack), Dior (Dior Homme
Men’s short film with Jude Law), Ralph Lauren (L’art de l’automobile – Art of Automobiles
Exhibition, TV, magazines), LVMH Group (Nowness, city guides), etc.
Which types of content are most widely used?
Content type is dependent on the industry. For instance, perfumes use short films,
whereas automobile manufacturers tend to use consumer magazines (print or iPad),
fiction, music and museums.
Luxury brands must remain cautious when approaching communities – they must
preserve their aura and maintain a certain distance from the general public. This said, love
brands must reach out to social networks by issuing content to drive the relationship with
their fans (fashion shows, behind-the-scenes, muses, exclusive news scoops, new product
information, etc.).
Luxury brands produce magazines which can be purchased at newsstands (Crystallized
by Swarovsky), are available through subscription (Cartier Art Magazine) or in stores
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(consumer magazine Lancel). They publish books and organize exhibitions to showcase
their heritage and assets (Bulgari at the Grand Palais, Inspiration Dior at the Pushkin
Museum)...
During a shopping tour in London, I toured the Bourdon House by Dunhill (see The
Barber) and the Comme des garçons flagship store, where changing room clothes racks
were made by artists. A Selfridges’ display window was running the excellent Chanel film:
Here comes The Beauty Pack, with the screen flanked by life-like statues of the film’s
characters.
Why are luxury brands expected to be paragons of generosity?
More than just commercial enterprises, luxury brands are perceived as figures of wealth
and generosity, kindness and magnanimity.
As such they are endowed with social responsibility: They are considered charitable
and are expected to invest in humanitarian and environmental causes, taking inspiration
from the great royal patrons of the Renaissance. They are expected to support artistic
initiatives by buying and/or financing artworks and promoting young artists.
Considered as a gift, content goes beyond a simple commercial relationship.
What changes have you observed?
Completed at end 2011, our international study shows that experts and consumers
alike stress the increase in communication by luxury brands in their countries. Less frontal
than conventional publicity, they are also more innovative and subtle. Also competition
has heated up between luxury brands in content.
Second observation: brand content production is international, despite not unanimously
naming things….
Third comment: an interest in using muses in a more sophisticated way, beyond simply
leveraging their famous presence.
Finally, shopping culture is on the upswing in luxury brand stores. These places are
occasions to convey the brand’s cultural realm as well as to regale with surprises. There
are endless possibilities to enrich the shopper’s experience using history, nature, art…
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With the spread of luxury e-commerce, sales outlets have never played a greater role as
the « temple » where consumers can be a part of a brand’s cultural realm.
Luxury brands are closely associated with the senses, pleasure and the physical world
through their products and distribution centers they operate: Bulgari Hotels, the Perrier-
Jouët Bar at Harvey Nichols, the chocolate bar at Mauboussin, the Ralph Lauren
restaurant, the Guerlain spa, etc.
What is necessary in content creation?
Seeking preferred status and consideration, the public wants to be included. Brands
should give priority to content which showcases their competencies and essence. The
public also wants luxury brands to grant them access behind the scenes, through content
which reveals the complexities involved in designing and producing luxury products.
To see more, check out: http://www.lesmainsdhermes.com/
Luxury brands should take exceptional initiatives, capable of amazing and initiating
consumers to unique aesthetic and cultural experiences.
*http://veillebrandcontent.fr/tag/luxe/
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Brand Content and social networks
How do brand communities work?
Brand communities have been around for a long time (Harley Owners Group, Weight
Watchers, etc.) in the physical world, with the need to meet at specific times in specific
places. The digital era has eliminated these constraints. Virtual communities continuously
bring people together no matter what their geographical location, in two different ways:
- A vertical relation, such as on networks like Facebook, enables brands to exchange
with their fans, followers and members.
The brand provides the majority of content, to which consumers react.
- A horizontal relation, which promotes relations between consumers through information
exchanges and developing common practices: photography contests, walking/hiking tours,
aid/assistance, challenges, sharing, co-creation.
What motivates consumers to contribute to brands’ websites?
In her book Le travail du consommateur (loosely translated as
« The Customer’s Job »), Marie-Anne Dujarier states the
following: « Consumers consider expressing their opinion and
sharing their experience as useful and validating. Producing
jointly with others is a pleasant, learning experience. Consumers
get satisfaction out of doing something « important » or
worthwhile, through the benefits enjoyed from their relationship
with others (making single or multiple connections, establishing
networks, gaining social recognition). Coproduction often allows
for approaching the real, working world. Amateurs can « play at being professionals, »
even being a bit « cocky. » Producing something that will be scrutinized by others
compels one to strive for quality. »
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What types of content are produced by consumers at the brands’
behest?
There are various ways to compel the public to participate:
- idea boxes and chat forums: enabled by the digital web to mobilize collective
intelligence. Consumers can contribute, consult, exchange and improve on ideas put
forward. They can also vote for what they consider to be the best ideas.
- word-of-mouth testimonials: consumers are mobilized to discuss their experiences.
Nicorette, for instance, began its WebTV Smober up, program, featuring former smokers’
testimonials.
- tips and advice: Philadelphia cream cheese launched a filmed recipe contest, featuring
cream cheese. Champomy, with its website astuces-de-maman.fr collects and shares
mothers’ tips for organizing children’s birthdays and outings.
- collective creations: Street Art View by Redbull lists graffiti from across the world. Each
piece of artwork is photographed and indexed on Google Map by the public.
- creative contests: artists’ energy can be channelled by brands in a Request for
Projects. Art of can by Red Bull exhibits amazing sculptures made out of Red Bull cans.
Each year, Hugo Boss launches a contest for the new design of his perfume bottle on
Hugocreate.com, (2010’s theme was surrealism).
Benetton was the precursor back in 1994, with its international design school, Fabrica,
which brought under 25 year-old talents to Treviso from around the world.
How do consumers’ contributions become brand content?
Content from consumers becomes brand content if produced at the brand’s behest
and disseminated under the brand’s control.
Benefits:
− developing closeness with consumers who feel they are being listened to and
recognized,
− uses crowd-sourcing to generate critical mass content, useful in emerging on the Web,
− being enriched by neutral contributions by the public.
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Can using UGC (User Generated Content) be risky for a brand?
User Generated Content can be of poor quality, uninteresting and damaging. To
avoid backlash, usage must be professional.
Recipes sent in by consumers need to be filmed by a professional film-maker. For
creative content, brands need to call on semi-professionals (Pro-Am), or artists if
necessary.
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Brand culture and performativity
Many concepts covered in this section are from conversations with Raphaël
Lellouche, semiologist.
To what is brand’s strength attributed?
A brand is composed of heteroclitic elements (name, logo, products, patents,
buildings, objects, colors, actions, machines, practices, collaborators, founders, ideologies,
history, background, etc.).
However it still manages to comprise a consistent
and coherent realm. It is a pole of symbolic density,
ever the stronger in that expressions include a high
degree of overlapping in the signs: a recurring visual
code which associates the product with advertising …
A strong brand is characterized by a
communication arsenal made up of mutually-
reinforcing, significant elements. A weak brand
produces a more diluted mass, made up of more
common signs.
Why should brands have an overall approach?
Brands are not considered separately as commercial, corporate or internal, but
rather as a whole. When someone uses a product, their allegiance or buy-in stem from
feelings associated with the brand, as well as those associated with the salesperson,
advertising, store, company, etc.
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How is the concept of brand DNA overly limiting?
Guarantor if its identity, DNA is the foundation behind the coherence and continuity
of a brand’s expression.
Nevertheless, DNA is not enough to explain brand in its entirety: Interaction with its
environment is also considered to contribute to its identity construction.
Determined by its historical and geographical context, a brand is also permeable to
outside influences and to the actions of its competitors as well as to the reactions
of its customers.
Why do brands need to have a wealth of meaning?
Consumers are symbolic animals: They want ideas and values as much as they want
products and services.
Christopher Bailey, Managing Director of creative design at Burberry’s, states in the
French daily Libération: « Today, a brand is so much more than a product. What matters
is the context, the experience one has when purchasing and wearing an item. You can
have the best looking coat in the world, but without any special meaning, it won’t matter at
all ». To ensure coherence and consistency, a brand’s « overall guru » today is in charge
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of everything: designing all new collections and products, communication, the corporate
artistic department, architectural design, multimedia content and brand image.
In creating meaning, authenticity and sincerity are required; the cynicism of the past
which gave marketing such a negative image is no longer accepted.
What does it mean for a brand to “perform”?
Brands have become symbolic resources which contribute to defining peoples’
identity: consumer buying is a playing field where people express their singularity or
uniqueness.
Far from being purely material, consumer buying is significant and culture-based by
consumers identifying with brands which become identity models just like gender, age,
nationality, profession or religious affiliation.
To answer the question “Who am I?” and be recognized socially, people must become
aware of the models to which they belong. The choice itself is a type of asserting one’s
individuality: whether consciously or not, preferring one brand over another is
« performing » the brand as a cultural model.
In his book “We Are All Weird!” published by Diatenio,
Seth Godin shows that singularity (uniqueness) is the new
norm. With the increase of wealth and the diversity of ways
to communicate, people have become incredibly demanding.
They are no longer satisfied with « average », or being
« like everyone else » (same rice, same car color), they are
striving to express themselves through their choices. And in
our capitalist society, these choices are primarily purchases.
The concept of performativity is complex. Conceived by the philosopher Austin, author
of Saying is Doing, used by Searle, and later Butler, this was transposed into the brand
performativity theory by Raphaël Lellouche: each individual plays a role and ”performs”
social models, with which they wish to be identified. ”Performing” is an act which is
constantly repeated, like all acts of social performativity (being a man, being French,
working in advertising, etc.). The performativity model explains the dynamic relationship
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between brand and consumers. Performing a brand is practicing, living, trailing and
testing that brand, and taking on its actions, attitudes and world visions. For more, go to:
http://testconso.typepad.com/brandcontent/performativite/
How do consumers “perform” a brand?
In a multi-faceted personality (social, professional, religious, national, etc.),
everyone plays at « being, » and simultaneously becomes from the playing. Judith Butler
expresses this in her essay Gender Trouble, where she qualifies gender identity as
“performative“.
A personal example illustrates this... I “perform” Smart, despite it not being a car
suited for my family with three kids. I became a “Smarter” because I identify with its smart
way of occupying urban space. Driving a Smart car is a way of not taking yourself
seriously, always knowing you’ll find a parking space, and ultimately, fostering your own
good mood. One day, my daughter said to me: « Daddy, we’re always lucky with the Smart
». Like many Smart car owners, I park on street corners and in little half-spaces no-one
else can fit into.
Concretely, ”performativity” has multiple expressions : wearing a brand’s colors,
identifying with a brand’s muse, buying into a brand’s philosophy, living in sync with a
brand’s values, being a brand’s ambassador, reinventing ways to use a brand to suit your
own personality, etc. All these are ways to buy into a brand and make it an integral part of
one’s overall cultural world. “Performativity“ applies to all brands, including those
that are not conspicuously displayed.
To encourage this symbiosis, brands have a strategic role to play: supplying
“performativity“oppurtunities that are flexible enough to allow everyone to have a unique
and authentic experience. To foster performativity, brands must act as cultural agents,
endowing themselves with a universe rich in symbols, associated practices and
identification media.
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Ultimately, how is brand culture actually defined?
Brand culture is the brand’s way of acting as a cultural agent in a two-way interaction:
- it draws from its cultural environment in the broadest sense (historical,
geographical, artistic, societal, etc.) to form the foundations of an identity that is both
consistent and in perpetual adaptation ;
- through its innovations, it produces cultural effects on its own, changing life
styles and inventing the trends of tomorrow.
What is the role of cultural strategy in managing a company today?
Cultural strategy is of paramount importance: definitely not to be neglected, but is side-
by-side with marketing strategy. It is THE strategy to manage brands.
Grant McCracken advocates creating a CCO position (Chief Cultural Officer or Vice
President of Culture) in all companies. Tim Leberecht suggests a Chief Meaning Officer.
http://www.slideshare.net/frogdesign/next09-the-seven-rules-of-the-chief-meaning-officer
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What is the connection to brand content?
Brand content is one of brand culture’s channels of expression, amongst the many
other brand manifestations: products, publicity, sales outlets… The ultimate goal of a
content policy is developing a cultural strategy. Content is essential to build a dense brand
and to convey this culture.
What is shopping culture?
Shopping culture is the concretization of brand culture at the sales outlet, the
primordial instrument for disseminating a brand’s universe.
Stores, and more generally the areas developed by brands, are essential for
consumers’ perception as the time and space represent fundamental points of reference
and determine people’s mental and physical experience.
This experience is the most powerful entry key to create a connection with the brand:
Through immersion and feeling, consumers will find intellectual, emotional and intuitive
meaning, which will make them want to ”perform”.
In this case, brands must distinguish themselves amongst the masses of
stereotypical places to recreate an element of interest that goes beyond the product’s
functional aspect. Amazing and enchanting customers by creating surprise and emotion,
turning a hum-drum experience into an outstanding event, a full-fledged experience.
After brand content and brand culture, the birth of brand spirit?
Yes, since content serves brand culture, and culture vehicles a brand’s spirit.
As Patrick Mathieu stated during a joint conference: « The spirit is the relationship
with the world: It is suggested and not displayed. It is difficult to define a brand’s spirit, as
spirit is in the realm of rituals and initiation (highly developed in Asia) ».
According to the semiologist Odilon Cabat, « Designers endow brands with a transfer
of conscience – that is the spirit. »
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CONCLUSION: BRAND CONTENT BY QUALIQUANTI
This White Book was developed by QualiQuanti, the research institute. These findings are
the result of market intelligence, consumer testing, readings, semiological analyses, expert
interviews and conferences. We would like to thank all of our contributors, especially
Pernod-Ricard, Atlantic, P&G, L’Oréal, Nespresso, TF1, Newcast, Havas Media and
Aegis. Special thanks to Jean-Noël Kapferer, Nicolas Bordas and Pascal Somarriba for
their support and their intellectual contributions.
The future of communication lies in content. QualiQuanti makes this information available
for the profession, and we practice our own advice.
For nearly 5 years, we have been conducting studies, providing consulting and training in
brand content. Progress has been substantial, yet there are many pitfalls to be avoided.
Presently, we wish to make this support the focal point of our business development in
France and abroad.
In addition to our role as expert, QualiQuanti creates content. By definition, a research
institute produces content. Beyond publishing surveys, our job is to observe, analyze and
enable consumers to express themselves through creative workshops, forums, interviews,
etc. Research can generate an abundance of high quality content, useful in becoming the
reference in the field.
Expanding our reach to women’s marketing issues and specific marketing to women, we
launched Womenology in early 2011. We develop general public content strategies,
working with companies like Atlantic and 3M. Our 20 years’ experience conducting media
studies and our extensive relations with producers, journalists and agencies, enable us to
provide expertise on all types of content.
Our motto: editorial ambition with strategic relevance.
Daniel Bô, CEO, QualiQuanti