Branded content & entertainment impacts on the brand in 2 ways: Relationship and Brand Lift.

Branded content & entertainment :  the sense of ‘gift giving’

Branded content & entertainment is perceived by the consumer-viewer as a reward from which to benefit (even if “only” entertainment), and not as an interruption of an activity. This is how brands create the sense of ‘gift giving’ : thanks to a clear and unambiguous identification of the  brand (the consumer knows exactly who is the giver), the content acquires a meaning (the consumer knows what the brand is giving him and why). the goal is creating a win-win relation between the brand and consumers, with both parties benefiting.

Branded content & entertainment impacts on the brand in 2 ways: Relationship and Brand Lift.

Relationship: within a content marketing strategy the content created by a brand has a value in itself, difficult to ignore because it gives a sense of the experience in itself: it requires involvement, and attention, as opposed to traditional forms of communication (eg.: commercials) that follow the Interruption/repeat model (they are within breaks in the flow, they are not the flow in itself)

Brand lift: the content strategy’s final goal is to strengthen the brand awareness and recall, improve the attitude towards the brand especially when its values link with the symbolic and evocative dimension of the narrative.

A Branded content & entertainment strategy is usually pursued to change the behavior of the consumer who is enticed to inquire about the brand, to test the product (intent/likelihood to purchase) and to suggest the purchase (favorability/ Likelihood to recommend).

 

RELATED CONTENT: 7 Persuasive Strategies Branded Entertainment Uses To Make People Buy  

Interested in the conversation? Join our community!

Author: elena grinta

I have been dealing with communication for 20 years, I have worked in marketing for large international and Italian companies and I know the mechanisms of advertising persuasion. I decided to invest my know-how and my skills to use the available resources of companies (budgets but also human capital) in positive transformation. Because to students from all over the world I teach at Purpose Brands in Catholic University I wish to give more and more examples of virtuous companies that have invested for the future, of everyone (and there are already many!). Because if we watch, without acting, without taking responsibility, we have no excuse.