Branding as Entertainment

Branding as entertainment because the current media landscape brings with it new rules.

Relevant Reads:

• What a Fool Believes by Troy Young

• New rules of brand marketing by Ana Andjelic

• From Frameworks To Flywheels by Zoe Scaman

• LVMH deepens Hollywood ties for media, entertainment deals by Hope King

Notes from me:

• Younger generations have responded with a shift in their own media consumption habits. 50% of Gen Z and Millennials prefer user-generated video, even compared to streaming video on demand (Deloitte 2023). To reach their customers, brands contend with the current media landscape in the same way legacy publishers did with the Internet. Technology continues to be both a great enabler and disruptor.

• The new framework for branding is a fluid ecosystem of fans and brand touch points held together with the red thread of storytelling. The connection is this: in both branding and storytelling world building is a means with which to establish culture.

From: The Cut