Reading this article about brands creating actual content as a way to grab new consumers made me smile.

Companies are aiming for a more authentic connection than they could get by a product placement deal or with the standard promotional efforts around a Hollywood movie premiere. Instead, the documentary format allows the companies to immerse viewers in the brand’s imagery and lifestyle attributes without—for the most part—the blatant branding that tends to turn off their core consumers. Plus, brands are finding that a documentary can provide a bona fide platform for live events and other marketing communications.

The full article really is a worth a read. If you ever ask yourself “how does a brand like Mountain Dew or Dr. Martens get such an avid base?”, this is part of your answer.


For information about my Community Consulting, Training and Speaker services, or to find out more about Dinner5, my unique community for community builders, contact me today.

By submitting this form, you are consenting to receive marketing emails from: Jake McKee Consulting, 9908 China Garden Cove, Austin, TX, 78730, You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact