39% of companies expect spending on digital branded
content to rise.
According to recent estimates in the US, average Co spending on
branded content has reached its highest level ever.
But, instead of creating branded content, we actually need to
focus on doing something far more fun. Let's first and
foremost tell a story. Let's tell a story with conflict, and
characters and tension and resolution.
We need to create something that is so compelling that consumers
will feel a need to look at it. And if we really get our
story right, we might even make them want to share it with their
friends.
Our creative brief should start with an emotion first and the
brand second. We need to take a story first, and add a
consumer-centric approach to our creative; otherwise we'll watch as
our potential to have an emotional impact on our customers
dissolves.