Beyond Brands as Publishers: A Primer
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential Brands as publishers 1
description
The notion of ‘brand as publisher’ is hot right now. From Red Bull to Amex and Coca Cola, many brands are making serious moves to position themselves as storytellers and content creators - often in ways that are disconnected to direct sales and calls to action.
Transcript of Beyond Brands as Publishers: A Primer
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Brands as publishers
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UK
BAY AREANEW YORK
Our clients drive the social web... and harness it
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Journalism
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Supermarkets
ASDA Sainsbury’s Waitrose
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When you don’t own the platform
Sprint gives free phonesto Manson Aflac’s duck of doom Shit!
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The Publishers
Training agencies and brands to produce ‘BuzzFeed’ style stories.
The Onion’s brand content unit. Clients include Microsoft, Dove, EA Sports and Hilton Hotels.
Vice’s in-house agency. Clients include Intel, Levi’s, Garnier and Palladium.
Virtue Onion Labs BuzzFeed
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Dog Stories
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Dog Stories
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The platforms
Provides brands with licensed content from renowned publishers.
Connects brands with content creators. Helps create virtual editorial teams.
Offers writer recruitment and management; workflow tools; analytics.
Skyword Contently NewsCred
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Pepsi Pulse
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Pepsi Pulse
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Brands doing it right
Red Bull American Express Google
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- Creating communities
- Put the brand at the centre of the audience’s lives
- Relevant to brand and audience
- Helps put audience needs at the forefront of the content
- Created in-house or by agencies
- Audience ahead of products
Crowdsourced content
Brand Content
Brands as publishers
Curated content
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Brands as broadcasters
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© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Dave StandenContent Strategist
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