"I believe that there’s a big difference between treating your content as a marketing asset and treating it like a product. In the future more and more marketers will focus on creating content as brands themselves."
"Brands that increase demand for the products they sell. Here’s a quick anecdote:"
"Selling powdered milk… Defiance, a powdered milk company, was having a really hard time penetrating a crowded market against 300 other brands."
"They’d tried advertising, but it didn’t seem to sell more dried milk. The advertisements did spark thousands of consumer inquiries on how to take care of a newborn baby."
"Instead of ignoring those inquiries, the CEO Joe Nathan hired..."
From an interview with Andrew Davis @tpldrew, the Author of Brandscaping