When it comes to content, think like a publisher and less like a strategist

When I was growing up, people used to say "I loved that ad for whatsisname"
No matter how good the ad was, it really wasn't good if didn't build the brand
Yes, I know, low involvement processing etc
But that always struck me as a lazy excuse to not make the logo bigger
Content, PR and social strategists should consider this
It should be obvious that followers and likes and are mostly vanity
That you're most likely reaching people who would buy you anyway
But we're seeing lots of evidence that digital stuff can build brands
It just needs to be good enough to hold attention for a few secs
Not rocket science is it?
Even so, attention is a waste if you don't remember the brand
Then again, if it looks like advertising, it will be ignored
So what to do?
Think more like a media owner and less like a brand
Where a worldview and mindset comes through every piece
You know what to expect when you watch Channel 4
And watching Channel 4 makes you know what to expect
The Guardian, Fox News, The New Yorker
Lots of writers and creators all contributing the same point of view of the world
The collective voice of your audience
Think like an editor and less like a marketer
Be more Channel 4