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Brand Content and editorialbrand strategies

Matthieu Guével

Message culture vs.

Content culture

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In order to transmit messages, brands must first catch the

customer’s attention (and in the long run, create a relationship)

How to catch the attention

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How to catch the attention

1. Act on the message itself :

– Large frame, sound volume, flashing

– Humour, Sex/Seduction, shock, etc.

How to catch the attention

2. Rely on editorial content

1. The content has already caught the attention, sometimes with a strong and lasting involvement.

2. The content’s value might reflect on the brand

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Editorial content (useful,

informative, entertaining)

Brand message

Tries to benefit in return from the qualities of the

product (attention, implication,

relation)

Tries to exist outside the product

The changes in content practices have jeopardized the hegemony

of the traditional « satellite advertizing » model.

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An increasing number of brands have been creating content, in

order to attract the already saturated attention of a public no

longer willing to be forced to listen to messages.

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A different functioning from that of the traditional advertizing message

Message ContentGRP reasoning, repetition /

coverageSeeking a maximum

involvement of the public into an experience, be it

entertainment, information or practical content

Objective of clarity on the product’s attributes

Objective of editorial quality and originality

The brand appears as a retailer or a producer.

Going beyond the commercial function (extension of the gateways to the brand)

Punctual, instant relationship Long lasting, structured relationship, with a possibility

to develop loyalty.

An increasing number of brands have been creating content, in order to catch the attention of a

public no longer willing to be forced to listen to messages.

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Advertising conveys a message, brand content invites to a brand experience

11Ad campaigns Books, tv programs

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Advertizing conveys a message, brand content offers an editorial experience

All sectors are involved, with a great diversity of formats : books, web tv, short movies, games…

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IBM, Pampers,Nike,Sunny Delight,Freixenet,Rubson

Luxury industry is strongly involved in Brand Content Creation (Bmw, Chanel, Burberry, Vuitton, Cartier, …)

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Brand content is not an editorial « wrap up » for an advertizing message: it is interesting per se.

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Why is brand content so important for luxury communication ?

1) Present and promote the brand’s universe

• The attraction of luxury brands lie in their capacity to create a « brand dream »

• Rather than seeking to satisfy a consumer need, luxury brands have an attractive identity to promote.

• The advertising message is sometimes restricting in regards to the brand’s universe (for instance, travels for Louis Vuitton)

• Content can show the richness of the imaginary of luxury– Mythical dimension of the brand– Art de vivre, luxury as a whole experience

2) Brand content answers to a specific mecanism of desire

• The consumer never desires one single object only, but a whole ensemble around that object: a story, a way of life, other objects.

• Gilles Deleuze : “desire is not filling a gap, but building an organized world.” (L’anti-Oedipe, Editions de Minuit)

• Editorial content allows to draw level with the consumer’s desire:– Create a story– Locate the object in its universe of reference– Prolong / precede the purchase

3) Initiate new clients : talk about the product

• Appreciating luxury requires to know its codes, culture and immaterial background.

• The old advertisement for Twingo: “invent the life that goes with it” has its limits: content allows to initiate and guide the consumer in his practices and tastes.

• Content helps to spread the immaterial culture of luxury– The knowhow, the gesture of the craftsman– The cultural background– The history of the brand– Why this product is a luxury product

The whole difficulty for brands is to create a worthy editorial experience.

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Jean Claude Elena tells the secrets of the making of the Kelly Calèche perfume on the Hermès website.

4) Be visible while remaining exclusive

• Videos of Chanel fashion shows: a show that everyone can see, but where most people do not have access to.

• Content can reinforce this feeling of tension between openness and closure.

• Editorial content allows the brand to have several cultural layers– Explicit references, litteral meaning for the main stream. – Metaphores, hidden references for initiates

3 laws of Brand Content

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Bring valueCommunication is a product in itself,

it is self-sufficient (entertaining, informative, practical)

Think global, talk about the world

around the productInstead of focusing on one specific

aspect of the product, the brand tries to integrate it into a wider cultural

ensemble.

Talk to a person rather than to a

consumerContent is presented as a gift to a person (not just to a consumer),

from which is expected a counter gift (purchase / recommandation)

Thank you

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For Freixenet, Scorsese exhumes an extract from a Hitchcock film that was never achieved

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Eurostar