Before making the switch to freelance, I worked in-house at a company for almost four years on their video marketing team<\/strong>. When working in-house at a corporation<\/strong>, you see all the different roles within a company and most importantly, you learn what everyone else expects of you. I say all of this because during my tenure there, the CEO repeated a\u00a0phrase over and over again that I didn’t agree with:\u00a0\u201cMarketing works for sales, and its job is to make sales look good.\u201d<\/p>\n This way of thinking may have been true in the ’90s, but markets are changing, and we as video producers must stay on top of those changes<\/strong>. Video marketing and commercial filmmaking no longer works for sales. Today, they work for the consumer, not the product.<\/p>\n For example, in the following advertisement,\u00a0the product is the dominant message<\/strong>. The customer’s experience or entertainment are not even a consideration.<\/p>\n Branded content is the new way\u00a0companies are working with content creators to establish a brand<\/strong> with the customer’s experience in mind. So what is branded content? Morgan Spurlock<\/a> recently created a perfect example. Ice cream manufacturer\u00a0H\u00e4agen-Dazs hired Spurlock to create a thirty-minute documentary<\/strong> about artisans. That’s it. The only reference to the company\u00a0in\u00a0this short documentary was its logo. What H\u00e4agen-Dazs looked to accomplish with this approach is to entertain their consumers<\/strong> and associate artistry with the company. They weren’t selling anything. They were merely using this outlet to express their values.<\/p>\n![\"Is](\"https:\/\/www.premiumbeat.com\/blog\/wp-content\/uploads\/2017\/05\/rolex.jpg\" "\\"Is")
\n<\/a>Image via <\/em>Adweek<\/a>.<\/em><\/p>\n
\nBranded Content<\/h3>\n