Remember, remember… the 22nd of… December! It was my first post and I said something like this: “And don’t forget it, the product placement in this B-side is just your imagination!”. So, what’s the difference between both concepts? Branded content versus Product placement… Indeed are similar in the goal but not in the way…
For example, this is product placement (the best product placement ever in a movie!):
And Branded Content maybe can be this useful blog B-side-my-job, where you can find all you need about how promote anything and not to take more than three painkillers a day! Amazing! Interesting! And, of course, my own branded content about my job!
Ok, maybe the next parody (read it again: PARODY!) can help you… Imagine Michelangelo’s statue of David or Beethoven’s Fifth Symphony were actually examples of Branded Content !! Look!
So, this is it! A branded content is an audiovisual concept (podcast, serie, TV show, a film..) a text content (book, articles…) or an artist’s work (music, events), even eSports… that improve the image of the brand according to similar values.
This month I assisted to a motivating talk about BRANDED CONTENT inLekanto Studiowhere different speakers were talking about the Importance of defining company values to connect with the audience. According to Ícaro Moyano of WinkTTD, branded contents are not fireworks similar to advertisement campaigns, are something more: are contents to engage the audience through the time.
During this event, one woman asked why it can’t be used for social proposals, and here I found an example about branded content, social compromise and, also, virtual reality! In November 2015, The New York Times distributed one million Google Cardboard virtual reality viewers to some of its subscribers. The content was The Displaced, a VR story about how war has affected 30 million refugees children around the world. You can take part of an immersive journey across three war-ridden region. This app got more downloads than any other app released by the paper.
And I ask myself… If branded content can be the tool we need to control companies, to ask them for corporate social responsibility… According to Álvaro Morales of Carat, a brand without values won’t get to engage the audience. Alvaro also mentioned the importance of new formats… not only Virtual Reality, also Artificial intelligence will be branded content.
And in this part, Pablo Muñoz, CEO of FCB, talked about the importance of make a lab inside creative team to innovate. As well technological companies have development team, it would have to be a “must”, and not only to have billable workers! How can you innovate if you can’t think, search new information and testing?
Other discussion was about all the creative professionals, how integrate artists, philosophers, musicians, storytellers in this equation. They complained about a lack of art and culture people in this “branded content”, but nothing so far away: creativity is the base of this concept and it can employ a lot of people. For me, Netflix is a branded content… original content in the line of their business and their promotion… so feature films, series and TV shows professionals are welcome! Great!
I encourage creative people to propose new jobs to integrate their knowledge! Why a philosopher couldn’t be in internal communication or in Human Resources in a company? The same way for branded content, these professionals have to promote themselves in new job positions! Don’t wait for a call, if you know how will be social media, videogames, VR or transmedia future, you can join it and make your own professional future to offer yourself as dependable person for companies and creative agencies!
Only a dream? My sister, Irene Cano, has studied Fine Arts and photography. She had to go out of Spain to work, of course. I still remember when she told me -with a belgian beer between us- how she was very happy to begin working in a fashion photography agency in London because she would show her talent one day and could fight to show new canons of beauty in the catalogs! Yeah! It’s rock’n roll! Everything you try, at least once in your life, is rock’n roll, my friend! By the way, I told you that she is my sister? Oh yeah!
So if you want to claim your personal brand, your work, or engage people to your social and culture compromise, branded content wants you!