Post by account_disabled on Mar 5, 2024 20:07:11 GMT -8
My contribution to the ebook #Contenidoerestu coordinated by Eva Sanagustín. In my case, the assignment was to relate brand and content. It has been a good excuse to come back here: it is difficult for me to write. I confess that I am more of a reader than a writer… and more of a doer than a reader. keys Maybe that's why when a few months ago Eva contacted me to collaborate on an ebook about content from the perspective of the brand, I could only say yes. The assignment was to explain what role the brand plays and how content should be thought about and developed from this perspective. Each of the 12 collaborators did it from our professional point of view, something that I think enriches the proposal. The ebook is about Branded content , Communication, Content Strategy, Inbound marketing, Personal Brand, Marketing, Content Marketing, Social Media Marketing, Search Engine Positioning... and Branding. My starting question was what branding uses content for . In my humble opinion, there is a lot of “chicken or egg” in this issue. The dilemma has been with us since ancient times to question the origin of everything.
In essence, content has to explain something in a certain way to a type of person and through a channel. And, furthermore, they have to be credible and relevant. Focusing on content disaggregated from the brand is counterproductive: the brand must be a starting point, because the content has to be about something and in some way. Remember your Language and Literature classes in high school. There are things that you know can be of use to you. The literary theme was that synthesis that related the subject of a work, whether it was a novel, a story, a poem... It starts from the premise that we can Industry Email List detect a central theme around which the characters, the plot, the style revolve... With the everything is related and forms a unit. Well: the issue is the brand . If the brand w helps the consumer make purchasing decisions and helps the organization make strategic and operational decisions. In both cases, the decisions, as we will see, can have a lot to do with the content (either to decide how to prepare them or to even decide not to prepare them). In the relationship between brand and content, at least two ingredients must coexist : precisely, brand and content.
If a brand tries to express itself without content, it will be difficult; But unbranded content drifts and runs the risk of blurring or generating noise. The brand is not only the entity that finances the content, it must be the starting point (although, and this is true, it does not mean that it is also the destination, the path and the protagonist). Attractive content is not at odds with the brand. What is at issue is the omnipresence of the brand, but that is another thing: it is bad content. Content needs a brand to establish, at least, the playing field : what are we going to talk about? How are we going to talk about it? In the editorial mess we have brought together Aleix Gabarre, Cristina Aced, Fabrizio Ferri, Pau Valdés, Andrés Pérez, Fernando de la Rosa, David Soler, Magali Benítez, the patient conductor Eva Sanagustín and myself. An honor to share with you. You can download the ebook for free, I hope you are interested in reading it.What matters is the ability to create and innovate. The key for the future is to be proud of the work you do, enjoy learning and be curious about the complex. For Horx, it's like a utopia coming true. 'Although, like all utopias, it requires hard work.' All businessmen? All artists? Not everyone is a bohemian, artist or writer. Not everyone has an entrepreneurial mindset. The new era introduces more uncertainties regarding the future.
In essence, content has to explain something in a certain way to a type of person and through a channel. And, furthermore, they have to be credible and relevant. Focusing on content disaggregated from the brand is counterproductive: the brand must be a starting point, because the content has to be about something and in some way. Remember your Language and Literature classes in high school. There are things that you know can be of use to you. The literary theme was that synthesis that related the subject of a work, whether it was a novel, a story, a poem... It starts from the premise that we can Industry Email List detect a central theme around which the characters, the plot, the style revolve... With the everything is related and forms a unit. Well: the issue is the brand . If the brand w helps the consumer make purchasing decisions and helps the organization make strategic and operational decisions. In both cases, the decisions, as we will see, can have a lot to do with the content (either to decide how to prepare them or to even decide not to prepare them). In the relationship between brand and content, at least two ingredients must coexist : precisely, brand and content.
If a brand tries to express itself without content, it will be difficult; But unbranded content drifts and runs the risk of blurring or generating noise. The brand is not only the entity that finances the content, it must be the starting point (although, and this is true, it does not mean that it is also the destination, the path and the protagonist). Attractive content is not at odds with the brand. What is at issue is the omnipresence of the brand, but that is another thing: it is bad content. Content needs a brand to establish, at least, the playing field : what are we going to talk about? How are we going to talk about it? In the editorial mess we have brought together Aleix Gabarre, Cristina Aced, Fabrizio Ferri, Pau Valdés, Andrés Pérez, Fernando de la Rosa, David Soler, Magali Benítez, the patient conductor Eva Sanagustín and myself. An honor to share with you. You can download the ebook for free, I hope you are interested in reading it.What matters is the ability to create and innovate. The key for the future is to be proud of the work you do, enjoy learning and be curious about the complex. For Horx, it's like a utopia coming true. 'Although, like all utopias, it requires hard work.' All businessmen? All artists? Not everyone is a bohemian, artist or writer. Not everyone has an entrepreneurial mindset. The new era introduces more uncertainties regarding the future.