The Best Brand Social Strategy Isn’t Going Viral. It’s Building Something People Miss |
The Best Brand Social Strategy Isn’t Going Viral. It’s Building Something People Miss
Gap, Dick’s, and Starbucks are investing in original content as brands rethink what it takes to build a loyal audience online.
EXPERT OPINION BY MICHAEL KAYE, COMMUNICATIONS LEADER
Gap created a chief entertainment officer role to expand the company’s storytelling beyond traditional advertising, and recently hired a Walmart marketing alum to drive original content. Dick’s Sporting Goods launched its own production studio to create documentaries and original sports content. Starbucks has Starbucks........