Content is to your brand
what adhesive is to tape.
The explosion of the information age has made customers more knowledgeable about products and services and much more cynical than in past generations. They are looking for products offered by businesses that have thought beyond making a buck. Customers seek solutions, meaning , benefits and sustainability.
"Creativity is not the finding of a thing, but the making something out of it after it is found."
James Russell Lowell
Marketing & advertising science has been used to detrimental effect in our world. It has been used to manipulate consumers into purchasing goods and services that in many cases are harmful to them or our environment.
I think of marketing as a social contract and art. Developing something new and unique comes through the creative process. The businesses that survive will be those who care enough to engineer their products & marketing to benefit consumers throughout the entire product life cycle, not just at the point of sale.