Bottom line: Provide some sizzle in your Executive Summary As a central feature of their digital strategy, companies made huge bets on what is often called branded content.
Under Armour broke the frame by placing her in what was essentially an old Nike ad: a backstage video of Gisele in an intense kickboxing workout. Feminist critiques of the use of starved size 0 models began to circulate in traditional and social media. The author tries to find out the direction of the correlation between countries that have produced strong brands and those that are strong brands themselves.
Consumers begin searching for alternatives, which opens up an opportunity for innovative brands to push forward a new ideology in their categories.
Your Summary can serve as a guide to writing the rest of your plan. But despite all the hoopla, such efforts have had very little payoff. Consider that people making videos in their living rooms top the charts on YouTube, which few companies have managed to crack.
Crowdculture changes the rules of branding—which techniques work and which do not.