BRAND CONTENT
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Question de vocabulaire Brand content, oui. Mais aussi: advertainment, branded entertainment, marketing par les contenus (content marketing), content management, communication éditoriale, media de marque, brand journalism, storytelling, opérations spéciales, social content. Cette diversité de vocabulaire pour désigner cette tendance des contenus de marque, reflète la multiplicité des approches des acteurs vis-à-vis du contenu. En France, storytelling et brand content s’imposent, sûrement parce qu’ils sont les plus fédérateurs. Dans les deux cas, on ne spécifie pas le type de contenu mais plutôt la démarche globale de politique de contenu.
INfluencia tendance / Du BrandContent à la Brand Culture
Brands As Publishers - Only Dead Fish
This presentation from data visualisers Jess3 , whilst obviously skewed towards storytelling in social media, makes some good points about this shift and includes a quote from Josh Sternberg about how "brands aren't set up to be publishers. They don't necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience" One of the real changes in marketing has been the increasing focus on 'always-on' channels, and (to use the Paid, Owned and Earned way of looking at the world), on Owned and Earned media rather than just Paid.
Some people would say that these campaigns are great (Hollywood) storytelling creating fans and followers (probably not friends… but who believes the difference is important?). Can you blame them? I also like the entertainment factor of brand stories, so shoot me!
Working your brand story (No Story. No Fans!) | Corporate Storyteller
The entertainment industry is often the first to dip its toe into the latest and greatest digital marketing opportunities. Consider these real-life emerging media lessons. At this week's iMedia Entertainment Summit, a handful of industry thought leaders presented a diverse collection of short case studies in emerging technologies, spanning best practices in online video, metrics, augmented reality, social media, and more.
iMedia Connection: - Cutting-edge case studies in entertainment marketing
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Media Agencies Make Mark as Content Creators | MediaWorks - Advertising Age
Deep Media
When Campfire's Steve Coulson set out to create an immersive experience around the HBO production of George R.
Content Marketing = Brand New Marketing?
2008 is all about a range of different ideas coming together and forming a new kind of marketing, changing the way brands connect to their consumers.
Une évidence : le mouvement social contre les retraites ne faiblit pas. MICHELE COTTA – D’une journée de manifestation à l’autre, se retrouvent dans la rue les mêmes cohortes, brandissant les mêmes banderoles, affichant la même détermination. D’un coté, la rue. De l’autre, la loi, qui, petit à petit, sans l’écouter, fait son chemin.
Communication – Le Brand Content | Le nouvel Economiste
Il est toujours étonnant de lire ou entendre que les marques font face à un nouvel enjeu qu’elles ont pourtant très bien résolu il y a plus de 70 ans. Le brand content – ou branded content ou encore brand entertainement- serait ainsi une nouvelle exigence imposée par le net aux marques qui doivent offrir à leur public des contenus divertissants, sans mise en avant systématique des produits. Un bouleversement pour les marketeurs du monde entier qui feraient face à l’une des plus grandes mutations d’un monde publicitaire qui ne séduit plus en format 30 secondes et bannière.
Le brand content : une nouveauté créée en 1937… | PRland par Eric Maillard
Le Brand Content a été une des grandes stratégies gagnantes de 2010. Il consacre un changement de stratégie des marques vis-à-vis du consommateur, favorisé par la crise. Les marques s’inscrivent dans une démarche d’entertainment, de création de contenu, pour devenir un média à part entière.
Quel futur pour le Brand Content ? Rencontre avec Thomas Jamet, président de Newcast Vivaki
1 BurtonStory tweeted on Nov. 19th, 2010 Stainboy, using his obvious expertise, was called in to investigate mysterious glowing goo on the gallery floor #BurtonStory 2 Stefan Ronge tweeted on Nov. 20th, 2010 He felt his heart pounding hard against his ribs. As he bent down, he saw his own reflection on the surface of the puddle.