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building brands by creating content

The topic at iMedia’s Brand Summit, Brands as Content Creators, was a provocative one.  Pundits including David Shing, Digital Prophet at AOL, and Berkeley prof Bill Pearce, and practitioners from Intel, Kraft, Target & more took the stage to talk about the challenges and opportunities of creating, curating, organizing for, managging, distributing, and measuring the effectiveness of content.

Here are some of the best ideas and inspiration from the summit:

related:

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transcript:

Building Brands by
Creating Content

Ideas and Inspiration from iMedia’s Brand Summit:  Brands as Content Creators

September, 2013

Coronado, CA

Your competition is the massive amount of content sitting out on Internet that is competing for people’s attention.

Jeff Rosenblum, Co-Founder / Documentary Filmmaker, Questus

Content is not an end.
It is about an extended journey and how it all works together and leads to a bigger story and deeper engagement.

Nancy Bhagat, VP Global Marketing Strategy & Campaigns, Intel Corp.

Good brands have great ads; great brands improve lives.

Jeff Rosenblum, Co-Founder / Documentary Filmmaker, Questus

Insights are so 2012 – we need to move to provocations

Bill Pearce, Former CMO, Del Monte Foods, Taco Bell, The Campbell Soup Co.

Create movements not moments

David Shing, Digital Prophet, AOL

Treat content like a product – it has to be useful.

Harsh Jawharkar, Managing Director – New Channel Development & Content Marketing, Charles Schwab & Co., Inc.

As much as we are the connected generation,
we have to be better
and become the
connection generation.

David Shing, Digital Prophet, AOL

Content marketing can add to the noise or help to filter it.

Harsh Jawharkar, Managing Director – New Channel Development & Content Marketing, Charles Schwab & Co., Inc.

I hate random acts of marketing – different people create different content and you end up with a mess.

Nancy Bhagat, VP Global Marketing Strategy & Campaigns, Intel Corp.

Content can be a work of art.  The masters used math to create art, so we should start with data to determine what content to create and curate.

Dana Shank, Associate Director, Kraft Foods Group

Building brand love can be a daily challenge.

Joe Curry, Social Media Manager, Communications, Target

more quotes & quips:

Steve Jobs on Brand Building

Nine Retail Tenets for 2013

Whole Foods for Thought

Brand-As-Business Perspectives from Jim Stengel’s GROW

 

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