2013: THE YEAR BRANDING MARRIES CONTENT? BY CHUCK KENT




Three Experts Speak Out On The Intersection of Branding and Content Marketing

The rise of consumer control, particularly via social media, and the unprecedented ability of consumers to choose, or reject, messages Content marketing has been around for over 100 years, ever since The John Deere company introduced The Furrow, a custom-published magazine designed to help farmers (and John Deere) be more successful.

For most of that century-plus, many of the denizens of “sexier,” higher-profile brand marketing firms have looked down at content marketing as one of the lesser “below the line services.’ However, a confluence of powerful factors suggests that all marketers – and their agencies – will be wise to consider how to best marry traditional brand messaging with the informational, educational, entertaining charms of content marketing, online and off. Those factors include, but certainly aren’t limited to: The shift toward search algorithms that favor quality content over SEO manipulation.The growing consumer distrust of traditional, paid advertising and marketing communications.

The opportunity to shift from a forced “push” marketing model to a natural “pull” model, a shift beyond the short-term value of transaction to create the long-term value of trust.“We Are Just At the Beginning of Thinking Differently” >>>> Sensing a sea change at hand, we asked three content leaders and practitioners to give their forecast as to what extent content would finally penetrate brand marketing programs in 2013. Leer más “2013: THE YEAR BRANDING MARRIES CONTENT? BY CHUCK KENT”

Presionado por un multimedio, Superman deja el “Daily Planet”


 

telam.com.ar

Clark Kent, el hombre que detrás de sus anteojos esconde a Superman, ya no escribirá en el `Daily Planet`, el diario en el que lleva trabajando 40 años, para conservar su independencia como periodista.

Kent tomará la decisión de dejar el diario de Metrópolis después de que un gran conglomerado multimedia se apodere del control de la publicación e imponga una línea editorial que choca con sus más hondas convicciones.

Este cambio radical en la vida laboral de “El Hombre de Acero” tendrá lugar en el próximo número de la historieta.

Concretamente será en la décimo tercera entrega de la actual serie, lanzada hace poco más de un año, que escribe Scott Lobdell.

“Esto es lo que en realidad ocurre cuando un tipo de 27 años se sienta tras un escritorio y tiene que acatar las órdenes de una gran corporación que en realidad no tiene nada que ver con sus intereses”, dijo Lobdell en declaraciones al diario norteamericano USA Today, según despacho de Europa Press. Leer más “Presionado por un multimedio, Superman deja el “Daily Planet””

Mark Hadfield, planning director at Nexus/H explains why digital applications need to be more natural

Digital applications have never been so analog.

There’s an app on the iPhone called Hipstamatic. It’s a digital app on a smartphone using a digital camera. It’s not an old analog machine with bits that click and touch and move and interact, it’s a bunch of code designed to emulate something much older.

The resultant images are as you’d expect from an old camera. The colours are a bit washed out, there’s a bit of fade and blur thrown in there and when you take enough of them you notice that it is just a bunch of code. For example, there’s a horizontal banding effect in the same place on the images. That’s the algorithm for that particular ‘lens’ and ‘film.’

Why should those algorithms manufacture those effects when nature can deliver them in a more authentic way?


27 May 2010

Technology has always been focussed on making things faster and easier for the user.

Technology has allowed people to do complicated things simply and has allowed the user minimum opportunity to make mistakes. Rely on the technology and you’ll get first class results quickly and easily.

But easy isn’t always the best way.
Leer más “Mark Hadfield, planning director at Nexus/H explains why digital applications need to be more natural”