The power of content-community-commerce model - ET BrandEquity
Suveer Bajajbrandequity.economictimes.indiatimes.com
Saved by Pawan Rochwani
The power of content-community-commerce model - ET BrandEquity
Independent internet-native creators leverage the internet’s frictionless content creation and distribution, but they’re still trapped by traditional business models like subscriptions and advertising.
A subscription model is based on the promise of the production of future gated content. A publication or creator is paid to continue production, not ... See more
A subscription model is based on the promise of the production of future gated content. A publication or creator is paid to continue production, not ... See more
Luxury Media
The problem is that within many conventional retail organisations, the term “content” is conflated with advertising. To wit, I’ve even seen entire brand YouTube channels that contain nothing more than a company’s TV ads. And while it is true that fashion brands like Chanel and Burberry, for example, long ago began to think more like media companies
... See moreThis is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng
... See more