CONTENT marketing The Path to Lasting Value All brands seek to connect and bond with consumers. And most brands rely heavily on advertising to help achieve this. But has there ever been a brand that has bonded deeply with consumers by just advertising its products’ utility? Has an ad campaign alone ever done the really hard work to create that special bond? Probably not. Sure, there are those campaigns that strike a deep chord with people, but in general it’s not the things a brand says in its advertising that make the difference.
Rather, it’s the qualities the brand embodies through content—which includes but certainly goes well beyond the bounds of advertising—that create real and lasting value. And the world we live in makes this both harder and easier to do than ever.
Think about it: We live in an iPhone culture. Access to information is relatively standardized—TV, radio, podcast, website, social media, print, etc. But the technology that allows us to be connected makes it easy to create (you might even say ) a unique experience just for yourself. We all have an iPhone—and an iPod, iPad, desktop
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