Charles Wigley
Oct 10, 2017

Has branded content lost the plot?

BBH's Asia chairman frets that content marketing is based on a fundamental fallacy about attention, but also sees a potential six-second solution.

Is this the most time people are willing to give to a brand?

Have you noticed that we are not in the advertising business anymore, but rather the content creation one

Indeed, content appears to be as prevalent in the current lexicon as engagement was a short time ago.

I wonder if its fashionability is in part because it seems to santise the mucky business of actually selling things

But at a deeper level I worry that it misunderstands a fundamental truth...

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