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:
- Great Content Requires Strategy and Organization
- Food Porn and Rich Data Combine for Results at Kraft
- Building a Subscription Commerce Brand
***
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