The document discusses the difference between message-based advertising and content-based brand strategies. It argues that brands need to create valuable editorial content to attract customers' attention in an increasingly saturated media environment. Some key points made include: - Brand content offers an immersive brand experience through engaging formats like videos, games and books, rather than just conveying a product message. - Luxury brands in particular benefit from using brand content to promote their image and cultural universe, engage customers emotionally, and initiate new customers. - Effective brand content provides value as a product in itself, presents the brand in a wider cultural context, and addresses customers as individuals rather than just consumers.

1. www. qualiquanti .com 12bis, rue Desaix • 75015 PARIS Tel : +331.45.67.62.06 Brand Content and editorial brand strategies Matthieu Guével

2. Message culture vs. Content culture

3. In order to transmit messages, brands must first catch the customer’s attention (and in the long run, create a relationship)

4. How to catch the attention

7. The changes in content practices have jeopardized the hegemony of the traditional « satellite advertizing » model.

8. An increasing number of brands have been creating content, in order to attract the already saturated attention of a public no longer willing to be forced to listen to messages.

9. A different functioning from that of the traditional advertizing message Message Content GRP reasoning, repetition / coverage Seeking a maximum involvement of the public into an experience, be it entertainment, information or practical content Objective of clarity on the product’s attributes Objective of editorial quality and originality The brand appears as a retailer or a producer. Going beyond the commercial function (extension of the gateways to the brand) Punctual, instant relationship Long lasting, structured relationship, with a possibility to develop loyalty.

10. An increasing number of brands have been creating content , in order to catch the attention of a public no longer willing to be forced to listen to messages .

11. Advertising conveys a message, brand content invites to a brand experience Ad campaigns Books, tv programs

12. Advertizing conveys a message, brand content offers an editorial experience

13. All sectors are involved, with a great diversity of formats : books, web tv, short movies, games… IBM, Pampers, Nike, Sunny Delight, Freixenet, Rubson

14. Luxury industry is strongly involved in Brand Content Creation (Bmw, Chanel, Burberry, Vuitton, Cartier, …)

15. Brand content is not an editorial « wrap up » for an advertizing message: it is interesting per se.

16. Why is brand content so important for luxury communication ?

25. The whole difficulty for brands is to create a worthy editorial experience. Jean Claude Elena tells the secrets of the making of the Kelly Calèche perfume on the Hermès website.

28. 3 laws of Brand Content Bring value Communication is a product in itself, it is self-sufficient (entertaining, informative, practical) Think global, talk about the world around the product Instead of focusing on one specific aspect of the product, the brand tries to integrate it into a wider cultural ensemble. Talk to a person rather than to a consumer Content is presented as a gift to a person (not just to a consumer), from which is expected a counter gift (purchase / recommandation)

29. Thank you

30. For Freixenet, Scorsese exhumes an extract from a Hitchcock film that was never achieved

31. Eurostar