The Brand as the Main Event: How to Compete on the Global Content Stage
Wednesday, March 19, 2014
2:25 PM - 2:55 PM
The gradual blurring of the lines between brand content and pure entertainment will eventually lead companies in a new direction: the era of brands as full-fledged entertainment properties.
In a new white paper entitled "Going Beyond Sponsorship", Bertrand Cesvet, chairman of Sid Lee, argues that brands can no longer rely on leveraging someone else’s entertainment value. The ultimate goal should be to “build owned entertainment properties on a massive scale that deliver transformative consumer experiences”.
Cesvet argues these landmark experiences could reshape brand associations entirely. In a twist on Marshall McLuhan: “The experience is the message: the consumer is the medium.”